The Influence of Service Quality and Price on the Customers Buying Decision in the Global Jaya Selang Company

Abstract

The purpose of this research is to test the influence of service quality and price on customer buying decision in The Global Jaya Selang Company with B2B and B2C customers as the forms of commercial transactions of the company. The independent variables on this research are service quality (X1) and price (X2), while the dependent variable is the customer buying decision. Technique of data analysis used in this study is multiple regression analysis techniques using dummy variabel. The sample used is purposive sampling which involves 78 respondents, where 30 respondents are categorized as B2B customers and 48 respondents are B2C customers. The research results show that the service quality and price have significant influence on the customer buying decision in The Global Jaya Selang Company and have no difference between B2B and B2C customers on service quality and price to customer buying decision in The Global Jaya Selang Company.