<![CDATA[AbstrakDunia fashion saat ini sudah berkembang beragam brand terkenal, dan tak jarang brand menjadi daya tarik dalam pemilihan sebuah produk. Salah satu brand tersebut adalah H&M yang telah lama dikenal oleh masyarakat indonesia. Toko H&M berdiri pada tahun 1947, H&M Store bergerak di bidang industri fashion, manufaktur pakaian wanita, pakaian pria, pakaian anak-anak, celana panjang, tas dan sepatu. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, kualitas produk, dan harga terhadap keputusan pembelian pada toko H&M Bandung. Penelitian ini merupakan penelitian kuantitatif. Metode yang digunakan dalam penelitian ini adalah metode deskriptif dan kausal. Populasi penelitian adalah masyarakat Bandung yang pernah membeli produk H&M. Teknik sampel yang digunakan adalah non-probability sampling dengan metode pengambilan sampel purposive sampling. Kuesioner disebarkan kepada 134 responden. Teknik analisis data yang digunakan adalah analisis regresi linier berganda. Hasil uji t menunjukkan variabel service quality berpengaruh signifikan terhadap keputusan pembelian, t hitung service quality (3,090) > t tabel (1,978). Variabel product quality berpengaruh signifikan terhadap keputusan pembelian, t hitung product quality (2,127) > t tabel (1,978). Dan variabel harga berpengaruh signifikan terhadap keputusan pembelian, t hitung harga(2,871) > t tabel (1,978).Kata Kunci: Service Quality, Product Quality, Harga, Keputusan PembelianAbstractMany well known brands have been developed in to-day's fashion world, and it is not uncommon for brands to be attractive when choosing products. One of these brands is H & M, which has long been known to Indonesians. Founded in 1947, the H & M Store is active in the fashion industry, manufacturing women's clothing, men's clothing, children's clothing, trousers, bags and shoes. This study aims to analyze the impact of quality of service, product quality, and price on purchasing decisions at Ban-dung's H & M store This study is a kind of quantita-tive study. The method used in this study is descriptive and causal. The target audience for this survey is consumers who have purchased H & M products. The sampling procedure uses a non-stochastic sampling procedure that uses a targeted sampling procedure The questionnaire was distributed to 134 respondents. The data analysis method used is multiple regression analysis. The results show that quality of service, product quality, and price have had a significant im-pact on purchasing decisions. The results of the t test show that quality of service variables have a significant impact on purchase decisions. The t count quality of service (3.090) > t table (1.978). Product quality has a significant impact on purchasing decisions. The tcount product quality (2.127) > the t table (1.978). Price variables also have a significant impact on pur-chasing decisions. The t count price (2.871) > ttable (1.978).Keywords: Price; Product Quality; , Purchase Decisions; Service Quality.]]>
