EFFECT OF THE QUALITY OF SERVICES AND LOCATION OF CONSUMER DECISION TO USE THE SERVICE FOTOCOPY SIMONGAN

Abstract

Purchasing decisions are purchasing decision-making process is a process that starts from the recognition that the problem can be solved through the purchase of multiple products. This study aimed to determine the effect of service quality and location of the business to consumer decision to use the services Simongan Copy of Semarang.The population in this study is that consumers use the services of as many as 6475 people Simongan copy and a sample of 100 people with accidental sampling data retrieval techniques. Analysis of the data used to test the validity and reliability, the classical assumption test, multiple regression analysis and t-test and F testThe results showed no positive effect on the variable quality of service to the consumer's decision with regression coefficient 0.441 and t value (2.490) <t table (1.661). There is a positive effect of the variable location of the business to consumer decision with regression coefficient 0.226 and t value (2.490) <t table (1.661). There is a positive effect of the variable quality of service and location of the business to consumer decision by F count (25.295)> F table (2.701) and sign (0,000) <sign α (0.05). Advice that can be given to Copy Simongan in order to increase the quality of services such as providing a comfortable waiting room and provides a convenient parking facility. Keywords: quality of service, location of the business, consumer decisions