PENGARUH HARGA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN HELM HRV CR-7 DI GREEN HELM NGANJUK

Abstract

This study was motivated by the researcher’s observations that the HRV CR-7 helmet at Green Helm Nganjuk showed a relatively high level of sales amid increasingly intense helmet market competition. In addition, previous studies still showed differences in the findings regarding the effect of service quality on purchasing decisions. This study aims to determine the effect of price, product quality, and service quality on the purchasing decisions of HRV CR-7 helmets at Green Helm Nganjuk. This research uses a quantitative approach with a causal research design. The subjects of the study were consumers who purchased HRV CR-7 helmets during the period of March to May 2026, with a sample of 72 respondents selected using purposive sampling technique. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of SPSS software. The results show that price has a significant effect on purchasing decisions, product quality has a significant effect and is the most dominant variable, while service quality does not have a significant effect. Simultaneously, price, product quality, and service quality have a significant effect on purchasing decisions. The Adjusted R Square value of 0.690 indicates that 69.0% of the variation in purchasing decisions can be explained by the three variables, while the remaining 31.0% is influenced by other factors not examined in this study.