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Fathorrahman
Institut Teknologi dan Bisnis Asia Malang
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Journal : Pendas : Jurnah Ilmiah Pendidikan Dasar

 1 
PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI UNYIL DURIAN PEKANBARU Jone's Christentio Rikin; Fathorrahman; Theresia Pradiani
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 10 No. 01 (2025): Volume 10, Nomor 01, Maret 2025
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v10i01.23126

Abstract

In the business world, competition to win customers' hearts is inevitable. The increasingly intense business competition compels business actors, particularly in the durian industry, such as Unyil Durian Pekanbaru, to optimize their performance. One of the challenges is to create buying decisions for Unyil Durian Pekanbaru's products so that customers remain loyal and continue to make repeat purchases. This study aims to identify and analyze the influence of price, product quality, and service quality on purchasing decisions at Unyil Durian Pekanbaru. This research adopts a quantitative method. The sampling technique used is non-probability sampling with a purposive sampling method, targeting individuals who have previously purchased Unyil Durian Pekanbaru's products. The sample consists of 100 respondents residing in Pekanbaru City, and data collection is conducted using questionnaires. Data analysis involves classical assumption testing, multiple linear regression analysis, and hypothesis testing, including the determination coefficient test, t-test, and F-test. The results of the study reveal the following findings: (1) Price has a significant influence and negative on purchasing decisions, (2) Product quality has a significant influence on purchasing decisions, (3) Service quality has a significant influence on purchasing decisions. Simultaneously, the study concludes that price, product quality, and service quality collectively influence buying decisions.
PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI UNYIL DURIAN PEKANBARU Jone's Christentio Rikin; Fathorrahman; Theresia Pradiani
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 10 No. 01 (2025): Volume 10, Nomor 01, Maret 2025
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v10i01.23126

Abstract

In the business world, competition to win customers' hearts is inevitable. The increasingly intense business competition compels business actors, particularly in the durian industry, such as Unyil Durian Pekanbaru, to optimize their performance. One of the challenges is to create buying decisions for Unyil Durian Pekanbaru's products so that customers remain loyal and continue to make repeat purchases. This study aims to identify and analyze the influence of price, product quality, and service quality on purchasing decisions at Unyil Durian Pekanbaru. This research adopts a quantitative method. The sampling technique used is non-probability sampling with a purposive sampling method, targeting individuals who have previously purchased Unyil Durian Pekanbaru's products. The sample consists of 100 respondents residing in Pekanbaru City, and data collection is conducted using questionnaires. Data analysis involves classical assumption testing, multiple linear regression analysis, and hypothesis testing, including the determination coefficient test, t-test, and F-test. The results of the study reveal the following findings: (1) Price has a significant influence and negative on purchasing decisions, (2) Product quality has a significant influence on purchasing decisions, (3) Service quality has a significant influence on purchasing decisions. Simultaneously, the study concludes that price, product quality, and service quality collectively influence buying decisions.
Co-Authors Abdul Rahman Abu, Amin Bin Agus Purnomo Sidi Agustina, Tin Ahmad Firman Ali Shahab Amrulloh, Imron Andre Martinus ARDIANSYAH ARDIANSYAH Bambang Dwiatmanto Budiyanto, Didik BUKHORI, MOHAMMAD Candra Adi Wijaya Cheria, Fritzie Christina Natalia Putri Subroto Daniel, Desmon Darmawan*, Herry Dedi Damhudi Dony Buntoro effendi, Achmad Enge Christina Fatmawaty Fransiska Br Munte Fhery Catur Wibowo Hari Prasetyo Haryono, Silvia Arista Ike Kusdyah Rachmawati Ike Rachmawati Imam Suaydi Iswanto Iswanto Jone's Christentio Rikin Kapitaraw, Bejo Kosim Sutiono Kristianto, Andreas Kukuh KURNIA DEWI PERMATASARI Latief, Fitriani Lidia Lamhisa Simatupang Magda Pangesa Mahmud, Ervan Ali Marista Yoana Putri Matu, Ivanry Megawati, Novita Melati, Ni Luh Putu Kurniayu Mohammad Bukhori Momou, Desrianto Mubyl, Mutiarini Murtianingsih Murtianingsih, Murtianingsih Muzwati, Hani Nadeak, Hotta Parulian Nadia Nadia Nanik Sugiarti Ni Made Ayu Natih Widhiarini Pionera, Eloichristi Praptiningsih, Eko Prasetyo, Reynaldy Prayitno, Setyo Puspitaningtyas, Maria Vianney Wahyu Puti, Hadrian Priangga Rahman A, Agus Ramadhani, Dony Ahmad Rengga Kusuma Putra Rimba, Anna Risca Trisnawati RR. Ella Evrita Hestiandari S, Putri Nadia Sabar Rismawati Sanjaya, Andreas Sijabat, Jayasan Sinwanudinul Ghozali, Muhammad Soesilo, Moelyono Sugeng Santoso Sulistiyo Sulistiyo Sultan S. Saade Supriyati, Caecilia Suwandi Tao Putri Tarigan, Pebrianto Putra Tauriadi, Dini Theresia Pradiani Theresia Pradiani Theresia Pradiani Theresia Pradiani TIN AGUSTIN K Tin Agustina Karnawati Tino Agus Salim Tirto Hadi Tjandra Gunawan Triatmojo, Wisnu Tristanto, M. Budi Vinnafatun Vinnafatun Vinnafatun, Vinnafatun Wahyu Indriyani Widianingsih Widianingsih Widyana Widyana Wijaya, Chandra Adi WINDRA, WINDRA Yani Elviani Lestari Yanto, Yandri Yuniar Fitriyani Yunus Handoko Zonnete Bryllian Dheo