PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN BAJU MUSLIMAH (STUDI KONSUMEN PASAR KLIWON)
Abstract views: 31
DOI:
https://doi.org/10.36456/jsbr.v3i4.6463
Keywords:
Harga, kualitas pelayanan, keputusan pembelianAbstract
Makna dari analisis ini bermaksud untuk melihat dan menguraikan pengaruh harga dan kualitas perlayanan
terhadap pilihan berbelanja baju muslimah di Pasar Kliwon Desa Sawo Dukun Gresik. Sampel selama penelitian
ini sebanyak 130 responden serta menggunakan teknik purposive sampling melalui pendekatan insidental
sampling. Cara analisis penelitian ini ialah uji instrumen penelitian, asumsi klasik, regresi berganda, uji t, dan F.
Penelitian membuktikan harga berpengaruh akan keputusan konsumen dengan taraf sig. 0,000 < 0,05. Kualitas
layanan berpengaruh parsial untuk keputusan pembelian di taraf sig. < 0,001. Sedangkan harga dan kualitas
pelayanan turut mempengaruhi keputusan pembelian pada taraf sig. 0,000 < 0,5.
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