Pengaruh keragaman produk, harga, kualitas, pelayanan pada decisión buyer

Abstract

The purpose of this study is to determine the influence of product diversity, price and service quality on the consumer purchase decision in stwo shoe store Surabaya. This is quantitative research. The population on this research were all consumers who made purchases in STWO shoe store Surabaya with a sample of 100 people consumers. The sampling in this study used accidental technique. The Analysis techniques used validity testing, reabilty testing, multiple linear regression analysis and hypothesis test. Based on the result of the study concluded that the multiple linear regression analysis model used in this study resulted Y = 4,704 + 0,302 X1 + 0,140 X2 + 0,310 X3. From the regression model it can be seen that there is a positive correlation between the independent variable and the dependent variable. The value from the analysis multiple determination coefficients 0,243 or 24,3%. Hypothesis testing F proven to have a significant effect, with a value of 10,296 > 2,699 . Hypothesis testing the t test shows the variable diversity product has a value of 3.889 > 1,985. t test price variable has a value of 2.016 > 1,985. t test service quality variable has a value of 3.517 > 1,985.

Keywords:product diversity, price, service quality, purchase decision