Pengaruh Persepsi Harga ,Keragaman Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian Konveksi Mahkota Galeri Sidoarjo

Anam, Mohamad Khoirul (2020) Pengaruh Persepsi Harga ,Keragaman Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian Konveksi Mahkota Galeri Sidoarjo. Undergraduate thesis, Universitas17 Agustus 1945 Surabaya.

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Abstract

This study aims to test, (1) the effect of price perception, product diversity, and service partially on consumer purchasing decisions at the Mahkota Galery convection. (2) the effect of price perception, product diversity, and service simultaneous on consumer purchasing decisions at Mahkota Galery convection. (3) the variable that has the most dominant influence among price perceptions, product diversity and services on consumer purchasing decisions at Mahkota Galery convection. This research is a quantitative approach. Variables of price perception, product diversity, and service as an independent variable, the purchase decision is the dependent variable. The study population was 100 visitors to the Mahkota Galery Convection. The sampling method uses purposive sampling method. Data collection techniques using questionnaires and documentation. The method of data analysis is multiple linear regression. The results of this study indicate that (1) price perception has a positive and significant effect on purchasing decisions shown by the value of 3,747 with a significance value of 0,000. (2) product diversity a positive and significant effect on purchasing decisions is shown by the value of 4.031 with a significance value of 0,000. (3) the quality of service has a positive and significant effect on purchasing decisions as indicated by the value of 3.455 with a significance value of 0.00 1. (4) variables of price perception, product diversity and service quality simultaneously have an influence on Purchasing Decisions of 32,880 and have a contribution of 50.7%. (5) the product diversity variable is the most dominant variable influencing the Purchasing Decision indicated by the highest t- count value is 4.031 and the lowest significant value is 0,000. Keywords: Price Perception, Product Diversity, Service and Purchasing Decisions

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