Pengaruh Kualitas Pelayanan dan Harga terhadap Keputusan Pembelian pada Pt. Dipo Internasional Pahala Otomotif Pekanbaru

Abstract

This research aims to determine the influence of service quality and price on purchasing decisions at PT Dipo Internasional Pahala Automotive Pekanbaru. Population was all customers of PT Dipo Internasional Pekanbaru automotive reward, which were recorded as 1,220 people. and the population members taken as samples were 92 people. The type of data used is quantitative descriptive data. Data collection in this research was by questionnaire via Google Form which was distributed via social media. Data management and analysis uses multiple linear regression analysis with the SPSS version 22 program. The data tests used are validity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, autocorrelation test, multiple linear regression analysis test (t test, f test, determination test). The results of this research show that service quality has an influence on purchasing decisions, price has an influence on purchasing decisions. The hypothesis from the results of this research also shows that service quality and price have a positive and significant effect on purchasing decisions. Simultaneously, it also proves that the value of service quality and price have a significant influence on purchasing decisions at PT Dipo Internasional Bapahal Automotive Pekanbaru with a significant value of 0.000 < 0.05. The Adjusted R Square value shows a result of 0.611, which means that 61.10% of the company value is influenced by service quality, price and purchasing decisions., remaining 38.9% was influenced by other variables that were not studied or outside this research.