ANALISIS EFEK MODERASI TINGKAT PELAYANAN PADA PENGARUH PRODUK DAN HARGA TERHADAP KEPUTUSAN MEMBELI (Survei pada Konsumen Luwes Group Surakarta)

Abstract

This research aimed to analyze the effect of the product and the price of the
purchase decision with the level of service as a moderating variable (Survey on
consumer Luwes group Surakata). The population in this study is that consumers
Luwes Group Surakarta. While the sample is taken as many as 50 people with
purposive random sampling method.The results of the research indicate that
regression test showed that the variable regression dominant influence on consumer
decision in buying products in Luwes Group is the price. T test results showed that:
1. There was a significant effect of the product on the consumer's decision to buy
Luwes Group Surakarta, so hypothesis 1 proved to be true. 2. There is a significant
influence on the price of consumer buying decisions on consumer Luwes Group
Surakarta, so hypothesis 2 unsubstantiated. 3. There is no significant effect of the
level of service to the consumer buying decision on Luwes Group Surakarta., The
third hypothesis is not proven true. This absolute difference I in test results show
that: the level of service does not moderate influence on the decision to buy the
product on Luwes group Surakarta. So the hypothesis 4 is not proven true. The test
results showed that the difference in absolute II: the level of service moderate the
effect of price on purchase decisions on Luwes group Surakarta, so the hypothesis 5
proven true.
Keywords: product, price, service level, the decision to buy.