PENGARUH KUALITAS PRODUK, KEWAJARAN HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA PT. KARYA GIRI PALMA MEBEL MALANG

This research aims to analyze the influence of product quality, price fairness and service quality on purchasing decisions at PT. Karya Giri Palma Furniture Malang. The research sample was 100 respondents, with the criteria applied by Spring Bed Aline or Fourline buyers during the last 6 months from October-March. The sampling technique used is non-probability sampling, namely purposive sampling. The analysis tool used is SPSS. The data analysis technique uses multiple linear regression analysis. From the test results it was concluded that: a) product quality has a positive and significant effect on purchasing decisions. b) price fairness has a positive and significant effect on purchasing decisions. c) service quality has a negative and insignificant effect on purchasing decisions. d) product quality, price fairness and service quality together have a positive and significant effect on purchasing decisions. e) product quality variables have a dominant influence on purchasing decisions. PT. Karya Giri Palma Furniture Malang must further improve product quality, price fairness and overall service quality so that consumers feel they are getting quality products at affordable prices and satisfactory service, thereby increasing purchasing decisions.