Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Toko Tasya Butik Tebing Tinggi Serta Dampaknya Pada Loyalitas Konsumen

Authors

  • Dea Novita Sari Sekolah Tinggi Ilmu Ekonomi Bina Karya
  • Benhart Nainggolan Sekolah Tinggi Ilmu Ekonomi Bina Karya
  • Ben Setiawan Barus Universitas Efarina

DOI:

https://doi.org/10.70021/mbp.v2i1.65

Keywords:

Product Quality, Service Quality, Purchase Decision, Consumer Loyalty

Abstract

This study aims to determine and analyze the effect of product quality and service quality both simultaneously and partially on purchasing decisions and their impact on consumer loyalty at the Tasya Butik Tebing Tinggi store. The method of determining the sample used in this study is to use the Cochran formula as many as 96 samples are consumers of Tasya Butik Stores. Based on the results of the analysis of hypothesis 1, it can be concluded that the first hypothesis is accepted, meaning that the Product Quality variable (X1) has an effect on the Purchase Decision variable (Z). Based on the results of the analysis of hypothesis 2, it can be concluded that the second hypothesis is accepted, meaning that the service quality variable (X2) affects the purchasing decision variable (Z). Based on the results of the analysis of hypothesis 3, it is concluded that the third hypothesis is accepted, meaning that Product Quality (X1) and Service Quality (X2) have a simultaneous (simultaneous) effect on Purchase Decisions (Z).

 

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Published

2023-06-19

How to Cite

Sari, D. N., Nainggolan, B., & Barus, B. S. (2023). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Toko Tasya Butik Tebing Tinggi Serta Dampaknya Pada Loyalitas Konsumen. Management And Business Progress, 2(1), 13–24. https://doi.org/10.70021/mbp.v2i1.65

Issue

Vol. 2 No. 1 (2023): Management and Business Progress Edisi Juni 2023

Section

Articles