PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MORNING BAKERY CABANG KBC BATAM

Abstract

Marketing is an important factor in the development of the business. Marketing must be continually upgraded and refurbished, of course it’s not be separated from the needs and desires of consumers. So dynamic or uncertainty in knowing the consumer desires, so in this case required every business must always be able to make changes such as Service Quality, product quality, and price on purchase decisions Morning Bakery Otlet KBC, Batam. The purpose of this study is to analyze the effect of Service Quality, product quality and price on purchase decisions Morning Bakery Otlet KBC, Batam. The method used is multiple linear regression analysis. The study population of 3.200 consumers and samples used by 96 respondents. Research shows that the Service Quality, Product Quality and Price partially significant effect on the Product Buying Decision. Simultaneously Service Quality, Product Quality and Price have significant effect on the Product Buying Decision.