Analisis Pengaruh Kualitas Produk Dan Kualitas Layanan Terhadap Keputusan Pembelian Pada UD. Mahkota Buah Kecamatan Tegaldlimo Banyuwangi

ABSTRACT
This study aims to determine the effect of two variables, namely product quality, and service quality on purchasing decisions. The hypothesis in this study the product quality, and service quality affects the purchasing decisions partially. The object of this study is UD. Mahkota Buah customers who have a population of 75 respondents using purposive sampling techniques. Data collection techniques using observation, interviews and questionnaires. The analysis used includes validity test, reliability test, classic assumption test (normality test, multicollinearity test, heteroscedasticity test), multiple linear regression analysis and hypothesis test (t test, coefficient of determination). The results showed that the product quality, and service quality influences repurchase decisions.
Keywords: Product Quality, Service Quality, Purchasing Decisions