THE INFLUENCE OF PRODUCT QUALITY AND SERVICE QUALITY ON PURCHASE INTEREST

Abstract

This research aims to investigate and analyze the influence of product quality and service quality on customer purchasing interest at Apotek K24. This research method uses a quantitative approach by taking questionnaires to respondents who are customers of the K24 Pharmacy in Cimahi City. This research used a sampling technique using a purposive sampling method with a sample size of 50 respondents. Data collection was carried out through questionnaires and analysis was carried out using regression analysis with the help of SPSS 25.0 software. The results of this research show that partially product quality and service quality have a significant influence on purchasing decisions at K24 Cimahi pharmacies. Furthermore, product quality and service quality simultaneously have a significant influence on purchasing decisions at K24 Cimahi pharmacies. The influence of product quality and service quality on purchasing decisions is 50.4%, while the remaining 49.6% is explained by variables not explained in this research.