Pengaruh Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Obat Di Apotek Hartono Farma Di Kecamatan Yosowilangun Kabupaten Lumajang

  • Rofek Hermanto STIE Widya Gama Lumajang
  • Noer Aisyah Barlian STIE Widya Gama Lumajang
  • Kasno T. Kasim STIE Widya Gama Lumajang
Keywords: Price, Service Quality, Purchase Decision

Abstract

This study aims to determine the price and quality of service significantly simultaneously to the purchase decision at the pharmacy hartono farma in yosowilangun. This research is a quantitative research by looking for associative association which is casual or research that is asking about the relationship between two or more variables and causality. The sample taken is 40 people. Sample technique used is simple random sampling (simple random sampling). The results of this study indicate that the partial price has no significant effect on purchasing decisions, while the quality of service has a significant influence on the decision to purchase drugs at the pharmacy hartono farma yosowilangun disecamatan. Simultaneously the price and quality of service have a significant influence on drug purchase decision at hartono pharmacy pharmacy in yosowilangun. The simple linear regression function generated Y = 7,008 -259X1 + 0,574X2, The result of determination coefficient shows that 14,6% of purchasing decision can be explained by independent variable that is price and service quality while the rest is 85,4% purchasing decision influenced by variable- other variables not examined in this study. The limitation of this research is to examine the price and quality of service as a factor influencing purchasing decision, while other variables that can influence the purchasing decision are expected to be examined by the next researcher in different period and place

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Jurnal Ilmu Manajemen Advantage, Vol.01, No.1, Mei, 2018
Published
2018-08-24