PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA BENGKEL TUNAS BARU TEBING TINGGI

This research aims to determine the influence of service quality, product quality and price perception on purchasing decisions at the Tunas Baru Tebing Tinggi workshop. The research method used is a quantitative method using SPSS version 25.00, which was collected from the results of distributing questionnaires to costumer New Tunas Workshop as many as 68 respondents. The analytical method used in this research is using instrument tests, namely validity and
reliability tests. Classic assumption tests are normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, analysis of the
coefficient of determination (R2), hypothesis testing namely T test and path analysis. The results of SPSS in this research are that the service quality variable influences purchasing decisions, product quality does not influence purchasing decisions, price perception does not influence purchasing decisions, service quality, product quality and price perception simultaneously influence purchasing
decisions.