ANALISIS KUALITAS PELAYANAN, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN
DOI:
https://doi.org/10.22441/Indikator.2020.v4i1.009Kata Kunci:
Kualitas Pelayanan, Citra Merek, Harga, Keputusan PembelianAbstrak
Abstrak. Penelitian ini bertujuan menguji dan menganalisis pengaruh Kualitas Pelayanan, Citra Merek, dan Harga, terhadap Keputusan Pembelian. Data penelitian merupakan data harian untuk periode observasi selama 5 (lima) bulan (Oktober 2018 sampai dengan Januari 2019) Metode sampling yang digunakan adalah purposive sampling dengan jumlah sampel sebanyak 110 responden. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukan bahwa Kualitas Pelayanan, Citra Merek, dan Harga, secara bersama-sama (simultan) dan terpisah (partial) berpengaruh secara signifikan terhadap Keputusan Pembelian jasa pada PT ACL Indonesia, Jakarta.
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