ANALISIS PENGARUH HARGA, KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN PT. SAHABAT TOUR & TRAVEL SUKOHARJO

Authors

  • Erni Widiastuti
  • Yanita Hendarti

Abstract

This study aims to determine the effect of price, service quality and location on
purchasing decisions of consumers of Sahabat Tour & Travel's Umrah and Hajj travel
agency either partially or simultaneously. The type of research used is quantitative. The
variables of this research include price, service quality, location and Purchase Decision.
The population of this study are customers who had already Umrah or Hajj using the
services of Sahabat Tour & Travel's Umrah and Hajj travel agency. The sample used in
this study were 40 respondents, they are customers who had already Umrah or Hajj using
the services of Sahabat Tour & Travel's Umrah and Hajj travel agency in 2022. The
sampling technique was taken using random sampling and the data collection method
used questionnaire (questionnaire). The data analysis used is descriptive statistical
analysis and multiple linear regression analysis, F test, t test,and Coefficient of
Determination Test (R2).The data in this study were processed using SPSS 25 for
Windows. The results of multiple linear regression analysis show that the variables of
price, service quality and location each have a partially significant effect on purchasing
decisions of consumers of Sahabat Tour & Travel's Umrah and Hajj travel agency. The
results of multiple linear regression analysis show that the variables of price, service
quality and location variables have a significant effect on purchasing decisions of
consumers of Sahabat Tour & Travel's Umrah and Hajj travel agency.

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Published

2023-01-04

How to Cite

Widiastuti, E., & Hendarti, Y. . (2023). ANALISIS PENGARUH HARGA, KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN PT. SAHABAT TOUR & TRAVEL SUKOHARJO. JURNAL MANAJEMEN SUMBER DAYA MANUSIA, 16(2). Retrieved from https://ejurnal.unisri.ac.id/index.php/Manajemen/article/view/8290

Issue

Vol. 16 No. 2 (2022): Manajemen Sumber Daya Manusia

Section

Artikel

License

Copyright (c) 2023 Erni Widiastuti, Yanita Hendarti

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