DOI: 10.36347/sjebm.2017.v04i11.012

Pages: 833-841

This research aims to analyze the effect of product quality, price and service to the purchase decision at PT. Hartekprima Listrindo either partially or simultaneously. The population of this research is all customers of PT. Hartekprima Listrindo. While the sample using slovin formula obtained 98 respondents. Quantitative analysis method by using multiple linear regression analysis was followed by determination analysis (R square), partial hypothesis test (t test) and Simultan (F test) with alpha of 5 percent (0,05). Prior to further analysis, data quality and classical assumption test are done. Analysis tool applies SPSS Version 20.0 for windows. The result of research shows that product quality influences partial purchasing decision, price influences partial purchasing decision, service influences partial purchasing decision and product quality, price, and service influences purchasing decision simultaneously at PT. Hartekprima Listrindo.