Pengaruh Kualitas Pelayanan, Produk, Harga Terhadap Keputusan Pembelian Produk Motor Suzuki Di PT. Riau Jaya Cemerlang

Abstract

This study aims to analyze the effect of Service Quality, Product, and Price on Purchasing Decisions on Suzuki motorcycle products at PT Riau Jaya Cemerlang. The population in this study was conducted to all consumers of PT Riau Jaya Cemerlang who had purchased Suzuki motorcycle products. This type of research uses quantitative methods. This study consists of four variables, namely one dependent variable and three independent variables. These variables are Purchase Decision (Y), Service Quality (X1), Product (X2), and Price (X3). This research was conducted using a sample of 102 people by distributing questionnaires. The data analysis tool used for hypothesis testing is Statistical Program for Social Science (SPSS) statistical analysis using the SPSS ver 20 software application. The results of this study state that: 1) Service quality has no significant effect on purchasing decisions; 2) Product has a positive and significant effect on purchasing decisions; 3) Price has no significant effect on purchasing decisions.