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Pengaruh Pelayanan dan Kualitas Produk terhadap Keputusan Pembelian Produk Kosmetik YOU di Toko Duta Cosmetic Bireuen Bunaiya, Riza; Nova, Nova; Erfansyah, Muhammad
Singkite Journal Vol 3 No 2 (2024): Singkite Journal, August 2024
Publisher : Aceh Cooperative Care

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63855/skt.v3i2.47

Abstract

The research aims to analyze the influence of service quality and product quality on product purchasing decisions. By studying YOUR cosmetic products at the Duta Cosmetic shop in Bireuen City. The research is a survey using a questionnaire instrument on a sample of 96 consumers using a purposive sampling method. Analysis was carried out using a statistical approach through multiple linear regression models and data were analyzed using SPSS version 25.0 software. By concluding that the instrument's validity and reliability are guaranteed, hypothesis testing is carried out to determine the influence between variables in the regression model. The results prove that service quality and product quality together have a significant influence on purchasing decisions, with a contribution of 76.2%. Partially, both factors, both service quality and product quality, have a significant influence on purchasing decisions
Co-Authors Abd. Rasyid Syamsuri Adityo Raynaldo Agustiana, Dendi M Agustina Alfanan, Azir Anam, M. Khairul Andi Wahyudi Anggraeni, Sofie Annisa Annisa Annisa Suci Ramadhani Antonio Imanda, Antonio Arif Afendi Arifin, Riski Ariyanto Nugroho Arrazy Elba Ridha Baehaqi Bunaiya, Riza C. Kader, Bando Amin Cecep Kusmana Christiana Sebatubun, Magdalena Priska Cokki , Cokki Dahlia Dahlia Darmawati Darmawati Diah, Muhammad Diding Nurdin, Diding Diman, Paul Dwi Ispriyanti Dyah Erny Herwindiati Erfansyah, Muhammad Evi Lorita, Evi Fachry Abda El Rahman Fatimah Zuhra Fitria, Irma Fitria, Ona Flora Ferlin Lipungan Gina, Gina Heryati, Eti Hidayat, Nenden Rostini Hikmat Pramajati Hilwa, Zaitun Iing Pamungkas Irawan, Risnadi Januar, Januar Larasati, Jesicha Fitria Lauza, Atiqa Lisa Lisa, Lisa M. Rasyidin M. Saleh Marniati Marniati, Marniati Maryaningsih, Maryaningsih Mauiza, Mauliza Mauliza, Mauliza Mawaddah Mawaddah, Mawaddah Merli, Merli Mukarlina, Mukarlina Mukhlis Mukhlis Musrizal, Musrizal Naisabur, Nanang Nirwana, Nirwana Nur Aidar Piki Setri Pernantah Prima Astuti Handayani Puji, Puji purwaka, albertus Rahma Rahma Rahmi, Ulva Raudhati, Sri Reva, Reva Rika Rika Rikardo, Yanuar Rizki Agam Syahputra Rizkina, Azka Rizwan, Rizwan Ruslandi, Ruslandi SANTOSO SANTOSO Saputra, Harius Eko Sariningsih, Marida Setiawan Setiawan Soekardi, Rodiyah Sopian sopian Sri Wahyuni Sulong, Zunaidah Suwarto Suwarto Tommy Setiawan Ruslim, Tommy Setiawan Yundari, Yundari Yusrawati Yusrawati Yusuarsono, Yusuarsono Zulfa Zakiah