PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN ALAT-ALAT OLAH RAGA DI TOKO SIRU SPORT DI BOJONEGORO

Abstract

This research was conducted whit the aim of knowing the effect of product quality, service quality
and price on purchasing decisions for sports equipment at the Siru Sport store in Bojonegoro.
The study used 60 respondents, the data analysis method used multiple linear regression
equalitions to test the hypothesis (t test and F test) and the coefficient of determination (R2).
Research results obtained equation Y = 8,675 + 0,242X1 + 0,200X2 + 0,236X3. a constant of 8,675
is the value of the purchase decision before being influenced by product quality, service quality
and price. Product quality regression coefficient of 0,242 indicates that product quality has a
positive effect on purchasing decisions, service quality regression coefficient of 0,200 indicates
that service quality has a positive effect on purchasing decisions and price regression coefficient
of 0,236 indicates that price has a positive effect on purchasing decisions. T test results on product
quality variables obtained t table with degrees of freedom df = 1, 673 while t count ≥ t table
(2,780 ≥ 1,673) and a significant value ≤ 0,05 (0,007 ≤ 0,05), on service quality variables
obtained t table with degrees of freedom df = 1, 673 while t count ≥ t table (2,903 ≥ 1,673) and
a significant value ≤ 0,05 (0,005 ≤ 0,05), on price variables obtained t table with degrees of
freedom df = 1, 673 while t count ≥ t table (3,629 ≥ 1,673) and a significant value ≤ 0,05 (0,001
≤ 0,05) and partially it can be stated that product quality, sevice quality and price have a
significant effect on purchasing decisions. F test results obtained F count ≥ F table (8,797 ≥
2,773) with a probability value 0.000 ≤ 0.05. so it can be stated simultaneously that the variables
of product quality, service quality and price have significant effect on purchasing decisions. The
test results of the coefficient of determination of (R2) 0,284 or 28,4% variables product quality,
service quality and price means that it has an influence on purchasing decisions and the
remaining 71,6% is influenced by other variables not included in this study.