Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Harga Terhadap Keputusan Pembelian

Abstract

Companies that apply the marketing concept need to look at consumer behavior and the factors that influence purchasing decisions in marketing a product. The purpose of this study was to determine the effect of product quality, service quality and price on purchasing decisions at CV. Putra Jaya Garden in Gianyar. Data collection methods used are observation, interviews, questionnaires, and literature study. The population is 186 consumers. The sample used was 65 respondents, using the slovin method. The data analysis technique in this research is multiple linear regression analysis. The results of the study prove that product quality, service quality, and price have a positive and significant effect on purchasing decisions.