ANALISIS KUALITAS PELAYANAN, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN JASA WISATA WADUK SIDODADI GLENMOR BANYUWANGI

Abstract

ABSTRACT

Research  about  factors  that  influence  consumer  purchase  decisions  at  Sidodadi Reservoir, Glenmore. The purpose of this research is to analyze the influence of service quality, price and location to the purchase decisions partial and simultaneous. The theory used in this research is the theory of service quality, price, location, and purchase decisions. This type of research is descriptive quantitative and research design is explanatory. The population in this study are all nurses in the Sidodadi Reservoir. The samples used were 60 respondents, using the technique of non-probability sampling with purposive sampling approach. The analysis tool using multiple linear regression with SPSS software. t-test results showed significant value of service quality, price andlocation is smaller than 0.05, so that partially have a significant influence to the purchase decisions. F test results showed the significant value is 0,000 less than 0.05, so that simultaneous service  quality, price  and  location has  a  significant influence to  the  purchase decisions. Regression analysis showed service quality, priceandlocationhave a positive influence to the purchase decisions. Coefficient determination test shows that 73.2% of purchase decisions at Sidodadi Reservoir, Glenmore influenced by service quality, price and location. While the remaining 26.8% is influenced by other variables outside the model or equation, like facilities, promotion and others.

Key words: service quality, price, location, and purchase decisions