PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PT MULTIKARYA SARANA MAKMUR

Abstract

The author conducts research based on the aim order to determine the effect of Quality, Service, Product Quality, and Price on Purchase Decisions at PT Multikarya Sarana Makmur. The author examines by taking data based on customer complaint data for 2020-2021, data on the comparison of the company's internal prices with competitor prices, sales data of PT Multikarya Sarana Makmur. This type of research used a quantitative approach. One of these strategies can be researched by distributing questionnaires as primary data with a research population of 122 respondents, preferable consumers who have purchased products at PT Multikarya Sarana Makmur. The test results show that Service Quality has a positive and significant effect on purchasing decisions, Product Quality has a positive and significant effect on purchasing decisions, and Price has a positive and significant effect on purchasing decisions.