Pengaruh Kualitas Pelayanan, Kualitas Produk, Harga, Promosi Terhadap Keputusan Pembelian (Studi Kasus Pada Showroom Ud. Hikmah Motor Group Malang)

Abstract

ABSTRACT

This research is conducted in UD Showroom. Hikmah Motor Group Malang in Sukun subdistrict Malang. The type of research used in this study is quantitative research. The purpose of this research is to know the influence of quality of service, product quality, price, promotion to purchasing decisions. The free variables used are quality of service, product quality, price, promotion, while the bound variables are purchasing decisions. The samples used in this study were 60 respondents who purchased motorcycles in the UD showroom. Hikmah Motor Group Malang. Data collection techniques using questionnaire. The methods of analysis used are validity test, reusability test, normality test, classical assumption Test, hypothesis test, determination test with the help of SPSS software. Results in research showed that variable quality of service, product quality, price, partial and simultaneous promotion of positive and significant.

Keywords : Decision purchasing, service quality, product quality, price, promotion.