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All Journal Jurnal Pendidikan dan Sosial Humaniora
Peris Igirisa
Universitas Negeri Gorontalo
Humanities Education

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Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian Konsumen pada PT. Karsa Utama Lestari Gorontalo Peris Igirisa; Radia Hafid; Agil Bahsoan; Umin Kango; Rierind Koniyo
Khatulistiwa: Jurnal Pendidikan dan Sosial Humaniora Vol. 5 No. 1 (2025): Maret : Jurnal Pendidikan dan Sosial Humaniora
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/khatulistiwa.v5i1.6480

Abstract

This study aims to examine the extent to which the role of product and service quality in influencing consumer decisions to make purchases at Karsa Utama. This study applies a quantitative approach with data collection techniques through surveys. Data processing was conducted using multiple linear regression analysis with the help of statistical software. The results of the analysis show that both product quality and service quality have a significant effect on consumer purchasing decisions. Partially, product quality has an effect of 39.6% and service quality of 26.3%. Simultaneously, the two independent variables contributed 65.9% to consumer purchasing decisions, while 34.1% was influenced by other factors outside this study. This finding indicates that improving product and service quality can directly encourage consumers' tendency to make purchasing decisions.
Co-Authors Agil Bahsoan Radia Hafid Rierind Koniyo Umin Kango