PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, HARGA, LOKASI, TERHADAP KEPUTUSAN PEMBELIAN PADA AIR MINUM ISI ULANG “MERK BIRU” (Studi Kasus Pada Masyarakat Komplek Pelindo II Dan Sekitarnya di Kecamatan Rawabadak, Koja, Jakarta Utara)

  • Meikol Benned
Keywords: product quality, service quality, location price and purchasing decision

Abstract

The results of the analysis using multiple linear regression models, the calculation results
obtained that product quality variables have a significant effect on purchasing decisions with the
results of t test (partial) obtained t count> t table (3.846> 1.984) with a significance value of 0.000
<0, 05, then Ho is rejected and Ha is accepted. Service quality variables have a significant effect on
purchasing decisions with the results of t test (partial) obtained t count > t table (2.014> 1.984) with
a significance value obtained at 0.030 < 0.05, then Ho is rejected and Ha is accepted. Price variables
have a significant effect on purchasing decisions with the results of t test (partial) obtained t count> t
table (2.927> 1.984) with a significance value obtained at 0.026 < 0.05, then Ho is rejected and Ha
is accepted. Location variables have a significant effect on purchasing decisions with the results of t
test (partial) obtained t count > t table (3.646> 1.984) with a significance value obtained at (0.000 <
0.05) then Ho is rejected and Ha is accepted. The results of the F test analysis, known as sig (0.000 <
0.05), variable product quality, service quality, price and location have an effect on jointly on
purchasing decisions. Whereas if the decision is made by comparing Fcount with Ftable. At Fcount
of 15.615, using a 95% confidence level, α = 5%, df1 or 5-1 = 4 and df2 or 100-4-1 = 95, the results
obtained for Ftable are 2.70. Because Fcount> Ftable (50.295 > 2.70) then Ho is rejected and Ha is
accepted, which means that there is a significant influence between product quality, service quality,
price and location together on purchasing decisions.

Published
2019-02-12
How to Cite
Benned, M. (2019). PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, HARGA, LOKASI, TERHADAP KEPUTUSAN PEMBELIAN PADA AIR MINUM ISI ULANG “MERK BIRU” (Studi Kasus Pada Masyarakat Komplek Pelindo II Dan Sekitarnya di Kecamatan Rawabadak, Koja, Jakarta Utara). JEBI | Jurnal Ekonomi Bisnis Indonesia, 13(2), 62-74. https://doi.org/10.36310/jebi.v13i2.104
Section
Articles