ANALISIS PENGARUH KUALITAS PELAYANAN DAH HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA V_TECH TOKO KOMPUTER KOTA MOJOKERTO

ADIN EKO NUSTIANTO, ADIN EKO NUSTIANTO (2019) ANALISIS PENGARUH KUALITAS PELAYANAN DAH HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA V_TECH TOKO KOMPUTER KOTA MOJOKERTO. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Nustianto, Adin Eko, 2018. Analysis of the Effect of Service Quality and Price on Purchase Decisions. Thesis / final project, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I : Eny Setyariningsih, SE. M Advisor II : M. Syamsul Hidayat, SE. MM The amount of competition in the service industry, especially in the field of computers, is currently experiencing a fairly rapid development. For this reason the company owner must be able to create quality that can improve the purchasing decision of the customer and quality or service such as by creating and improving the quality of service. Service quality is the most important factor in purchasing decisions at V_Tech Mojokerto city computer stores. With good service quality and relatively affordable prices make V_Tech Computer Stores get consumers easily. Along with the importance of Service Quality to purchasing decisions, Prices are also the most important factor in purchasing decisions. Because with the relatively affordable price of V_Tech it can also be seen and known by the general public. From the start of high school - Employees around Mojokerto from the results of this study resulted in Service Quality influencing purchasing decisions at V_Tech Computer stores. Besides that, prices also support the purchasing decisions of consumers / customers in V_Tech. This study aims to find out consumers' responses regarding service quality, and prices at V_Tech Computer stores. The method used is quantitative methods. Population retrieval is done to know the sample or number of respondents. Then, for data analysis used descriptive analysis and multiple linear regression analysis. Keywords: Service Quality, Price, Purchase Decision.

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