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All Journal Journal of Humanities and Social Studies
Destafariza, Feby Elfira
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Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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The Influence Of Price And Service Quality On The Purchase Decision Of Pilgrims Choosing Pt Haji Mabrur Barokah In Pontianak Destafariza, Feby Elfira; Triana M, Neni
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 8, No 3 (2024): Journal of Humanities and Social Studies
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v8i3.11883

Abstract

This study aims to analyze the influence of price and service quality on the purchase decisions of pilgrims who choose PT Haji Mabrur Barokah in Pontianak. The research method employed is quantitative with an associative approach, where data were collected through questionnaires distributed to 100 respondents. The results indicate that all research instruments are valid and reliable, and the data distribution is normal. The linearity test shows a linear relationship between price and service quality on purchase decisions. The multiple linear regression analysis reveals that both price and service quality have a positive and significant impact on purchase decisions, with regression coefficients of 0.162 for price and 0.480 for service quality. The F-test shows that both variables simultaneously have a significant effect on purchase decisions, while the t-test indicates a significant effect of each variable partially. The coefficient of determination of 39.1% indicates that price and service quality can explain the effect on purchase decisions, while the remaining percentage is influenced by other factors. 
Co-Authors Triana M, Neni