PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN OBAT DI APOTEK KLINIK HUSADA MULIA KABUPATEN LUMAJANG

Abstract

This study aims to analyze the influence of price and quality of service on purchasing decisions at clinics Husada noble lumajang Husada district. Population in this research is all consumer of free drug purchase and herbal at pharmacy clinics husada noble lumajang district. Technical sampling is Nonprobability Sampling. Respondents sused as many as 45 consumers. The data analysis used is multiple linear regression analysis with SPSS 16.0 tool. the results showed that partially the price and quality of service did not significantly influence the purchase decision. Simultaneously the price and quality of service significantly influence the purchase decision. The result of coefficient of determination R2 means to show as much as 15,8% purchase decision can be explained by price variable and service quality while the rest 84,2% purchasing decision influenced by other variables not examined in this research.Variables not studied in this penelitin is a product, place and so forth.