PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN PADA PT LOVELY HOLIDAYS TOUR AND TRAVEL CABANG PEMATANGSIANTAR

As for this research problem formula is how organizational cultural influence to employees
performance at PT Lovely Holidays Tour And Travel Pematangsiantar Branch. Research Method used
in this writing is library research and field research. Its population is employees PT Lovely Holidays
Tour And Travel Pematangsiantar branch amount to 41 people. Considering responder amount less
than 100 people to reply the questionnaires which writer propagate and availibility of writer time and
also for the accuracy of result of research. The Data used is data by qualitative and quantitative, and
technique of data collecting by questionnaires, interview and documentation. Then technique analyse
the data use the descriptive method qualitative and quantitative descriptive method.
Result of analysis from linear regresi modestly that is Ŷ=13,731 + 0,413X1 + 0,697X2 meaning
there are positive influence between service quality and pricing to customer’s purchase decision in PT
Lovely Holidays Tour and Travel Pematangsiantar Branch. The strength of relationship between the
variables is very strength, that is r= 0,834. From coefficient determinasi can explainable high and low of
customer’s purchase decision 69,6 %, and the rest 30,4 % explained by other factor which is not
discussed in this research. From result of processing and calculation questionnaires, writer get the
conclusion that service quality and pricing applied by PT Lovely Holidays Tour And Travel
Pematangsiantar Branch have an effect on to customer’s purchase decision. This matter is proved by
hypothesis test either simultaneously where result test the fhitung (43,499) > ttabel (3,24) and which
significant 0,000 < alpha 0,05.
Keywords: Service Quality, Pricing, Customer’s Purchase Decision