SKRIPSI: Pengaruh Kualitas Pelayanan, Harga, dan Ketersediaan Produk terhadap keputusan pembelian pada Toko Buku Gramedia Yogyakarta

SAPUTRA, Angga Nogi (2024) SKRIPSI: Pengaruh Kualitas Pelayanan, Harga, dan Ketersediaan Produk terhadap keputusan pembelian pada Toko Buku Gramedia Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the Influence of Service Quality, Price, and Product Availability on Purchase Decisions at Gramedia Yogyakarta Bookstore. This study uses quantitative methods, with survey and questionnaire techniques. The sample in this study is people who live in Yogyakarta and have made purchase transactions at Gramedia Yogyakarta Bookstore with a sample of 100 respondents. The data analysis method used is the multiple linear regression analysis method. The results of this study show that the variables of Service Quality and Product Availability have a significant positive effect on purchasing decisions at Gramedia Sudirman Yogyakarta Bookstore, while Price does not have a significant effect on purchasing decisions at Gramedia Sudirman Yogyakarta Bookstore.

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