PENGARUH HARGA DAN PELAYANAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BAN MOBIL BRIDGESTONE PADA CV. UNIBAN

Hafni Chilida Nasution, Putri Ayu Ningsih

Abstract

The purpose of the study was to determine the effect of price on product
purchasing decisions at CV. UNIBAN, to determine the effect of consumer service on
product purchasing decisions at CV. UNIBAN and to determine the effect of price and
consumer service on product purchasing decisions at CV. UNIBAN. The research
methodology uses quantitative research, while the data source used by the author is
primary data. The nature of this research is descriptive explanatory. In explanatory
research, the researcher tries to explain or prove the relationship or influence between
variables. The population in this study is CV. UNIBAN in Medan an official
Bridgestone tire outlet, so the population in this study is 840 consumers. The number of
samples in the study were 84 people. The data analysis technique used classical
assumption test, hypothesis testing. The results showed that partially indicated that the
price variable had a positive and significant effect on purchasing decisions, while the
customer service variable had a positive effect on purchasing decisions. Simultaneously,
the variables of price and customer service together have a positive and significant
effect on purchasing decisions.