Pengaruh Kualitas Produk Harga dan Kualitas Pelayanan Terhadap Kepuasan Pembelian Konsumen di Toko Amanah Central Pasar Medan Mall

Abstract

This study aims to determine the "Effect of Product Quality, Price and Service Quality Consumer Purchase Decision Against Amanah Stores Central Market In Medan Mall". This type of research is associative is a penelitiaan that is to question the relationship between the two variables. The population in this study are all consumers 2.500 consumers. And using techniques slovin formula, the number of samples in this study were 96 respondents drawn from the majority population. Based on t test results can be seen that t the variable quality of the product amounted to 3.333 greater than ttabel 1.986086 with probability t the 0001 sig significantly smaller than the limit of 0.05. Based on the value of the variable product quality and significant positive effect on the variable purchase decisions. At a price of 2.630 variables is greater than the probability tabel 1.986086. 0.010 sig t which is smaller than a significant limitation of 0.05, then the price of partially variable has positive and significant influence on the purchase decision variables. The variable quality of service for 9.887 is greater than the probability ttabel 1.986086. 0.000 t ie sig significantly smaller than the limit of 0.05, then the variable partial service quality has a positive and significant impact on the purchase decision variables. Based on the test results of the obtained value F Fhitung 82.531> 2.703594 with sig 0.000 <ɑ0.05, showed Ho rejected and Ha accepted, meaning the location and facilities simultaneously positive and significant influence on the purchase decision variables. R Square obtained for 0720. To see the great influence of independent variables tehadapvaiabel bound by calculating the coefficient of determination (KD) = R2 x 100%, in order to obtain KD = 72%. The figure shows that 72% of purchasing decisions sebesa (the dependent variable) can be explained by the quality of the product, price and quality pelaanan. The remaining 28% is influenced by factors - other factors that are not described in this study.