Pengaruh Kulitas Produk, Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Di Butik Fayya Galery Pulo Kabupaten Lumajang

Abstract

Marketing is an activity in a business that can provide an advantage for the company to meet all the needs and desires of its consumers. Thus, marketing is always related to the process of exchanging a product or creating goods and services that can provide satisfaction to consumers to buy a product offered. This study aims to determine the effect of product quality, price and service quality on consumer purchasing decisions at Fayya Gallery Pulo Boutique, Lumajang Regency. Furthermore, it is used to determine which variables have the most influence on consumer purchasing decisions at the Fayya Gallery Pulo Boutique, Lumajang Regency. The method used in this research is quantitative. The data obtained in this study were obtained from consumers who bought clothes at the Fayya Gallery Pulo Boutique, Lumajang Regency. In determining the sample using non-probability sampling, namely incidental sampling with the number of respondents as many as 60. The data obtained by distributing questionnaires were analyzed using multiple linear regression analysis techniques. The partial test results in this study indicate that the product quality variable has a significant influence on purchasing decisions, while the price and service quality variables do not have a significant influence on purchasing decisions. And simultaneous testing shows that product quality, price and service quality significantly influence consumer purchasing decisions at the Fayya Gallery Pulo Boutique, Lumajang Regency.