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All Journal Kontribusi: Jurnal Penelitian dan Pengabdian Kepada Masyarakat Science and Technology: Jurnal Pengabdian Masyarakat SENMEA
Arintowati , Dyan
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Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences Other

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KUALITAS PRODUK, KUALITAS PELAYANAN, DAN HARGA DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN Mahardhika, Mustafidah; Arintowati , Dyan
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 5 No. 1 (2020): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2020
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

After the Covid-19 pandemic ends, business competition is predicted to be very fierce. Business and industries are required to be able to implement marketing strategies so that consumers decide to buy products, both goods and services they sell. Some marketing strategies that can be used to make consumers decide to buy are by offering quality products, quality services, and determining the right pricing strategy. The purpose of this research is to determine the effect of product quality, service quality, and price on consumer buying decisions at BCA Cellular in Loceret District. This type of research is quantitative research. Data collection techniques by conducting interviews, documentation, and questionnaires. For data analysis using multiple linear regression analysis. Based on the results of the research data analysis, there are several results. The first result states that partially the price influences consumer buying decisions at BCA Cellular in Loceret District. The second result states that product quality and service quality do not influence consumer buying decisions at BCA Cellular in Loceret District. The third result states that product quality, service quality, and price simultaneously influence consumer buying decisions at BCA Cellular in Loceret District.
Co-Authors Addin Zuhrotul ‘Aini Andrini, Vera Septi Dwi Puji Rahayu, Dwi Puji MAHARDHIKA, MUSTAFIDAH Mahendra, Prasetya Tri Novaliana, Ika Suwandi