The Influence Of Price On Purchase Decision With Quality Of Service As Intervening Variable (Case Study On Customer Outlet Distributor Of XL AXIATA Products PT. Akses Lintas Nusantara Kota Tebing Tinggi)

Abstract

<span lang="IN">This study aims to determine how the influence of price</span><em></em><span lang="EN-US">to</span><span lang="IN">Purchasing Decision With Service Quality As Intervening Variable Case study at XL AXIATA Product Distributor Outlet PT.Acses Lintas Nusantara, Tebing Tinggi City. The research method used is quantitative data method. Data collection in this study was carried out by distributing questionnaires (questionnaires) to respondents. The results of this study</span><span lang="EN-US">The submission states that:</span><span lang="IN">obtained tcount value of 3,044 With = 5%, ttable (5%; nk = 58) obtained ttable value of 1,671 From the description it can be seen that tcount (3,044) > ttable (1,671), as well as the significance value of 0,00 <0.05, it can be concluded that the first hypothesis is accepted, meaning that the variable Price</span><span lang="EN-US">(X) has a positive and significant effect</span><span lang="EN-US">on Service Quality (Z). The tcount value is 1,500. With = 5%, ttable (5%; nk = 58), the ttable value is 1,671. From this description, it can be seen that tcount (1,500) < ttable (1,671), and the significance value is 0.139 > 0.05. it can be concluded that the second hypothesis is accepted, meaning that the price (X) no significant effectto the Purchase Decision (Y). The tcount value is 5.254. With = 5%, ttable (5%; nk = 58), the ttable value is 1.671. From the description it can be seen that tcount (5.254) > ttable (1.671), and the significance value is 0.00 < 0 0.05, it can be concluded that the third hypothesis is accepted, meaning Service Quality (Z)take effect</span><span lang="IN">positive and</span><span lang="EN-US">significant</span><span lang="EN-US">to the Purchase Decision (Y). Path analysis shows the direct effect of variable X on variable Y of 0.163. Meanwhile, the indirect effect through the Z variable is 0.371 x 0.570 = 0.2114. From the calculation results obtained, the indirect effect through the Z variable is smaller than the direct effect on the Y variable.</span>