PENGARUH STRATEGI HARGA, PRODUK DAN PROSES PELAYANAN TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN ULANG JASA “PRINTANDPRINT” DI KEC. MULYOSARI, SURABAYA.

Abstract

Abstract. This thesis uses quantitative research which aims to determine whether price and product quality have a simultaneous and partial effect on the consumer's decision process in reusing Printandprint Surabaya services, and also between the two variables, which variable has the most dominant effect on the dependent variable (consumer decision) ).

This study uses a quantitative descriptive method. The number of samples in this study were 30 respondents. The respondents in this study were regular consumers of Printandprint Surabaya in the period April to May 2022. Determination of the sample used a random sampling technique, with the criteria of regular consumers of Printandprint Surabaya in the period April to May 2022. The data collection technique was by giving questionnaires to respondents, interviews and documentation. In proving and analyzing this, validity and reliability tests, classical assumption tests, multiple linear regression tests and f (simultaneous) and t (partial) tests are used.

The test results show that: 1) simultaneously influences the repurchase decision of Printandprint Surabaya. The test results were obtained from Fcount ≥ Ftable (30.404 ≥ 1.86). Thus the results of testing the hypothesis on the f (simultaneous) test showed that there was an influence on price and product variables, together on purchasing decisions. 2) partially influences the purchase decision to repurchase Printandprint Surabaya. The partial test results show that Price (X1) has a regression coefficient of 2.641 > 2.056) and the resulting significance value of 0.014 is less than 0.05, so Ho is rejected and Ha is accepted. Product quality (X2) has a regression coefficient of 4.746 > 2.056. Thus the results of the (partial) t test show that there is a positive and significant effect of the price variable (X1), product quality (X2) on the purchase decision (Y) Printandprint Surabaya."