The Effect of Product Prices and Service Quality Against Customer Export Purchase Decision Process

Abstract

This study aims to prove the relationship between the variable product price and service quality on purchasing decisions. The case for this research was taken at PT. Samcon. Linear regression test is used to find the relationship between these three variables. The results showed that product pricing and service quality on the purchasing decision process at PT. Samcon based on the results of linear regression test shows that price and service quality have an effect on the purchasing decision process. The relationship between these three variables is shown in the equation Y = 0.767 X1 + 0.673 X2 + 18.323. Where Y is the purchase decision, X1 is the product price, and X2 is the quality of service.