The Effect Of Product Quality, Price And Service Quality On Purchasing Decisions (Case Study Of Msme Toko Hh Bagansiapiapi)

Abstract

This study aims to identify the Effect of Product Quality, Price and Service Quality on Purchasing Decisions (Case Study of HH Bagansiapiapi Store MsMEs). This type of research is a quantitative study using descriptive methods. The sample in this study was 100 people using the non-probability sampling method with the incidental sampling method, based on the lemeshow formula. The technique used is to use multiple linear regression tools. The results of this study show that Product Quality (X₁), Price (X₂) and Service Quality (X₃) simultaneously have a significant effect on purchasing decisions (Y) (Case Study of HH Bagansiapiapi Store MSMEs).