ANALISIS PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN PEMASANGAN IKLAN PADA KEPUTUSAN PEMBELIAN

Abstract

The purpose of this study was to examine the quality of service, product quality and advertising on purchasing decisions for CV products. Light Agency Surabaya. The independent variable in this study is service quality, product quality and advertising. While the dependent variable is the decision to purchase  products. CV. Cahaya Agency Surabaya. In this study, the determination of the sample was carried out by accidental sampling method. The sample used was 65 respondents. The analysis technique uses multiple linear regression analysis. Before testing the hypothesis, the reliability and validity tests were carried out. The result is that all variables are valid and reliable, the results of the F test show Fcount > Ftable with a significance of 0.000. Thus the quality of service, product quality and advertising simultaneously have a significant effect on purchasing decisions for products. CV. Cahaya Agency Surabaya. The results of the t test show that each variable has a significance of less than 0.05. Thus service quality, product quality and advertising partially have a significant effect on purchasing decisions at CV. Cahaya Agency Surabaya