Pengaruh Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen pada PT Trinusa Global Vertrieb

This study aims to determine the influence of Price and Service Quality on Purchasing Decisions at PT Trinusa Global Vertrieb. The independent variables in this study are Price (X₁) and Service Quality (X₂), while the dependent variable is Purchasing Decision (Y). This research employed a quantitative method using a causal associative descriptive approach. Data were collected by distributing questionnaires to 82 consumers of PT Trinusa Global Vertrieb. The collected data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results of the multiple linear regression analysis produced the equation Y = 6.087 + 0.423X₁+ 0.381X₂. Based on the t-test results, the Price variable has a positive and significant effect on Purchasing Decisions with a t-value of 4.346, which is greater than the t-table value of 1.990, and a significance value of 0.000 < 0.05. The Service Quality variable also has a positive and significant effect on Purchasing Decisions with a t-value of 3.617, which is greater than the t-table value of 1.990, and a significance value of 0.000 < 0.05. The F-test results indicate that Price and Service Quality simultaneously have a positive and significant effect on Purchasing Decisions, with an F-value of 130.433, which is greater than the F-table value of 3.11, and a significance value of 0.000 < 0.05. The coefficient of determination test shows an R Square value of 0.768, indicating that Price and Service Quality explain 76.8% of the variation in Purchasing Decisions, while the remaining 23.2% is influenced by other variables not examined in this study.