TUNGGARA, YUNIRO (2019) PENGARUH KUALITAS PRODUK DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO KOSMETIK SUMBER ANUGERAH SIDOARJO. Diploma thesis, STIE MAHARDHIKA.
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Abstract
The problem of this research is whether the quality of the product and service quality affect the purchasing decisions on consumers Sumber Anugerah Cosmetics Sidoarjo. The hypothesis of this research is that product quality and service quality have been assumed to influence purchasing decisions on Sumber Anugerah Sidoarjo Cosmetics Store consumers. The number of samples of this study were 50 respondents with characteristics aged 18 years and over who shop at Sumber Anugerah Sidoarjo Cosmetics Shop. The results of the study stated that the results of the product quality hypothesis test (X1) and service quality (X2) simultaneously affected the purchasing decision (Y) with a significant value of p-value = 0,000 <0.05. Test Results The coefficient of determination of adjusted R square of 0.406 this means that Product Quality (X1) and Service Quality (X2) play a role in contributing to the purchase decision variable of 59.4% the remaining 40.6% is influenced by other variables not examined in this study .
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | service quality, product quality, price, purchase decision |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 06 Mar 2020 09:20 |
| Last Modified: | 05 Jan 2023 01:29 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1452 |
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