PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KASUR COMFORTA PADA PT MASSINDO GROUP

Abstrak

This study aims to analyze the influence of price, product quality, and service quality on purchasing decisions for Comforta mattresses at PT Massindo Group, both partially and simultaneously. The analysis method employed was multiple linear regression, utilizing a sample of 101 respondents drawn from a population of 135 consumers (based on the Slovin formula). The study yielded the regression equation Y = 3.096 + 0.196X₁ + 0.382X₂ + 0.355X₃. The coefficient of determination (Adjusted R-Square) of 87% indicates that the three independent variables explain the purchasing decisions, while the remaining 13% is influenced by variables outside the model. The t-test demonstrated that price (t-count 2.643), product quality (t-count 5.038), and service quality (t-count 5.766) each exert a significant partial influence, as the calculated t-values ​​exceeded the t-table value (1.9847). The F-test resulted in an F-count of 223.965, which is greater than the F-table value of 2.70 (with a significance level of 0.000), thereby confirming a significant simultaneous influence.