PENGARUH KUALITAS PELAYANAN, PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN DI TOKO PERHIASAN EMAS BAGONG UNGARAN

PUSPITASARI, ZULITA (2023) PENGARUH KUALITAS PELAYANAN, PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN DI TOKO PERHIASAN EMAS BAGONG UNGARAN. Sarjana / Sarjana Terapan (S1/D4) thesis, Universitas Muhammadiyah Semarang.

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Abstract

in making purchasing decisions, consumers will consider matters related to service quality, product and price. Service quality is one of the most important factors in running a business. The good quality of service provided by the company aims to provide convenience to consumers, because here consumers feel comfortable shopping with the friendliness of the seller, smiles and greetings from the seller when consumers want to enter the store, when serving also use good and polite language to consumers, say thank you when consumers finish shopping. Product quality is also a factor in purchasing decisions because consumers see good quality products that match the price they spend. In this study, the population taken was 100 respondents, all of whom were consumers at the Bagong Ungaran Gold Jewelry Shop. Retrieval of data by purposive sampling technique, and by using multiple linear regression analysis method. The purpose of this study was to determine the effect of service quality, product and price perceptions on purchasing decisions at the Bagong Ungaran Gold Jewelry Shop. In this test, we get the result that service quality (X1) has no significant and positive effect on purchasing decisions (Y) because the t count is 0.597 < t table 1.984 and the significance is 0.552 > 0.05. Product quality (X2) has a significant and positive effect on purchasing decisions (Y) because t count 2.680 > t table 1.984 and a significance value of 0.009 <0.05, perceived price (X3) has a significant and positive effect on purchasing decisions (Y) because the value of t count 4.488 > t table 1.984 and a significance value of 0.000 <0.05. In the F test, the three variables simultaneously and significantly influence purchasing decisions with a calculated f value of 11.009 > f table of 2.70 and a significance value of 0.000 <0.05. R Square of 0.256 which indicates that the independent variables (service quality, product, price perception) have the ability to explain the dependent variable (purchasing decision) of 25.6% and the remaining 74.4% of which has other variables than the variable ( service quality, product, price perception) which are not included in this research model. Keywords: service quality, product, price perception, purchase decision

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