THE EFFECT OF SERVICE QUALITY, PRODUCT DIVERSITY AND PRICE ON PUBLIC DECISIONS TO BUY BOOKS AND STATIONERY AT MITRA MEDIA SURABAYA
1Afrizal, 2Bambang Raditya Purnomo, 3Indrasto Kurniadi
1&2Universitas Dr. Soetomo, Indonesia
e-mail: icolganza@gmail.com
Abstract
This study aims to determine the effect of service quality variables, product diversity and prices simultaneously and partially on people’s decisions to buy books and stationery at Mitra Media Surabaya. This type of research uses a quantitative approach. The number of this study population is unknown. The sample used is consumers who coincidentally purchase books and stationery at Mitra Media Surabaya. The sampling technique used the coincidence method with a sample size of 100 respondents. Data collection techniques using a questionnaire that has been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple regression. The results of this study indicate that: (1) the test results simultaneously show that the variables of service quality, product diversity and prices have a positive and significant effect on people’s decisions to buy books and stationery at Mitra Media Surabaya, as evidenced by the calculated F value of 32.988 with a significance value. 0,000 ≤ 0.05 and (2) the test results partially show that the variable service quality does not have a positive and significant effect while the variable product diversity and prices have a positive and significant effect on people’s decisions to buy books and stationery at Mitra Media Surabaya, as evidenced by the quality variable. service that has no positive and significant effect from the t value of 0.013 with a significance value of 0.989> 0.05, the product diversity variable has a positive and significant effect on the t value of 4.533 with a significance value of 0.000 ≤ 0.05 and the price variable has a positive effect d the significance value of t count is 4,891 with a significance value of 0.000 ≤ 0.05.