PENGARUH HARGA DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA MANDIRI JAYA MOBIL PEMATANGSIANTAR

Results of the study can be summarized as follows: 1) Consumers agree with the price offered, services provided are good, and consumer agree to immediately make a purchase decision. 2) Result of multiple linier regression is Ŷ = 1,820 + 0,838X1 + 0,428X2, means prices and services has positive influence on purchasing decisions on Mandiri Jaya Mobil Pematangsiantar. 3) The result of the correlation values is r=0,776, means there is a strong and positive relationship between prices and services on purchasing decisions on Mandiri Jaya Mobil Pematangsiantar. Determination coefficient is 0,603, means that purchasing decisions can be graded at 60,3% by prices and services. 4) The research hypothesis Ho is rejected, means prices and services have positive and significant impact on purchasing decisions on Mandiri Jaya Mobil Pematangsiantar simultaneously and partially.
The suggestion of this research is for price variable on Mandiri Jaya Mobil Pematangsiantar there is some indicator that are not optimal, so Mandiri Jaya Mobil Pematangsiantar need to replace or add a bonus given. Furthermore, for service variable there is some indicator that are not optimal such as operating hours need to be added to keep consumers on Mandiri Jaya Mobil Pematangsiantar. While the purchase decision variable on Mandiri Jaya Mobil Pematangsiantar the indicator are not optimal indicator of consumer recognition of the problem to be more improved again.

Keywords: Price, Service, and Purchase Decision.