Sahlan, Adralin (2023) Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Harga Terhadap Keputusan Pembelian (studi Kasus Pada Kedai Minuman Persinggahan Di Kecamatan Rimba Melintang, Kabupaten Rokan Hilir). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to analyze and find out whether there is an influence from product quality, service quality and price on the purchasing decisions of consumers at Persinggahan taverns. The sample in this study were 40 consumers of stopover taverns using a purposive sampling method with observation and questionnaire data collection techniques. Methods for data processing using Data Validity and Reliability techniques, Multiple Linear Regression, Normality Test, Classical Assumption Test, Hypothesis, Coefficient of Determination and Simultaneous Tests t and f. From the test results that have been carried out on the t test there is no significant effect of product quality on purchasing decisions in the sense that even though consumers know the taste quality of product A is good and the best seller is in stopover shops but still does not make a purchasing decision on product A, and there are consumers who know the quality product B is less desirable but still makes purchasing decisions on product B, this is because there are too many product variants at the Stopover tavern so the owner has to filter product variants that are less desirable, it can be concluded that product quality, service quality and price have a positive effect on decisions purchase of a Stopover tavern.

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