Effect of Service Quality, Product Quality and Price Perception on Purchase Decision on Honey Alief Herbal Store

Agus Agus, Ginanjar Rahmawan

Abstract

This study aims to determine the effect of service quality, product quality, price perception on honey purchasing decisions at Alief Herbal stores. The population of this study were all Alief Herbal honey customers in all districts in the city of Surakarta by using a sample of 100 respondents, which was specifically limited to customers by purposive sampling method. The data collection technique used a questionnaire instrument through validity and reliability testing. Data processing used SSS version 25. The regression requirements test used the classical assumption test, while the hypothesis test used multiple linear regression, t test, f test and the coefficient of determination (r2). The test results using the t test can be concluded that service quality, product quality, partially have a significant effect on the decision to buy honey at Alief Herbal, with the p-value of both 0.000 <0.05. However, based on the results of the t test it is also stated that the price perception does not have a significant effect on the decision to buy honey at Alief Herbal with a p-value of 0.177> 0.05.

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