Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Keputusan Pembelian Pada S2 Komputer Paciran-Lamongan

Abstract

Introduction: This study aims to determine the effect of service quality  and  product  quality  on  purchasing  decision  in  S2 Paciran-Lamongan Computers. Method: The numbers of samples taken in this study were 100 respondents who were S2 Computer consumer. The sampling technique in this study used the Simple Random Sampling method. Data collection is done using a questionnaire. Finding/Results: Based on the results of the analysis that has been done obtained a regression equation that is Y = 2.205 + 0.198 x1 + 0.482 x2 + e, from the results of statistical analysis, it is known that there are positive and significant  influences,  independent  variables  affect  the dependent variable with the results of simultaneous F count test (178,574)> from F table (3.09), with a significant level of 0.004 and 0,000 below 0.005, meaning that simultaneously there is an influence of location variables and prices on purchasing decisions. The results of the R² correlation test show that the results of R square of 0.786 means that the contribution of the influence   of  the  independent   variables  on   the   dependent variable is 78.6% while the remaining 21.4% is influenced by other variables not included in this study.

Keywords: Service Quality, Product Quality, Customer Satisfaction