THE INFLUENCE OF SERVICE QUALITY USING ONLINE DIGITAL PRINTING ON TPSPRINT ON PURCHASE DECISIONS
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This study aims to determine and analyze the influe nce of service quality using online digital printing at TPSPrint on purchase decisions. The hypothesis of this study is that the service quality factor including tangible, reliability, responsiveness, assurance, and empathy variables has positive and significant impacts on purchasing decisions towards using online digital printing at TPSPrint. The sampling technique of this present study was Conv enience Sampling technique. Data analysis methods used were descriptive and multiple linear regression. The results of this study indicated that based on the F test, the service qualities consisting of tangibles variable, reliability, responsiveness, assurance and empathy simultaneously have positive and significant impacts on purchasing decisions towards using online digital printing at TPSPrint. Based on the results of the t test, the aforementioned variable that had positive and significant effects on purchasing decisions was the reliability, assurance and empathy variables. While the adjusted R Square value was 0 .632, this indicated that 63 .2% of the purchase decision factors could be explained by the independent variables (tangible, reliability, respon siveness, assurance and empathy). Meanwhile the remaining 36.8% was explained by other factors not examined in this study.