PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pelanggan Warung Palupi di Surabaya)

The purpose of this study was to examine the effect of product quality and service quality on purchasing decisions on Warung Palupi customers in Surabaya. This study uses multiple linear regression analysis on 100 respondents who have been determined using incidental sampling, which is a technique for determining samples based on coincidence in other words who accidentally made a purchase at Warung Palupi Surabaya. The results of the study reveal that the variables of product quality and service quality have a positive and significant effect on purchasing decisions from the calculated F value of 12.576. Variables that have the greatest influence on purchasing decisions are product quality variables