STUDI MENGENAI KEPUTUSAN PEMBELIAN JASA WEDDING AND EVENT ORGANIZER (Studi kasus di Mahkota Wedding and Event Organizer Semarang)

Abstract

This research aimed lo investigate factors that could influence consumer buying decision concerning service of both wedding and event organizer. Used factors were price, promotion, company reputation and service quality that been hypopthesized influence to buying decision of both wedding and event organizer services. Analysis method used to analysing influence of price variable, promotion, reputation and service quality to buying decision was by using double regression analysis support by statistical SPSS for window version 16 and hipothesis examination which oriented to, when probability value < 0.05 therefore conclude that Ha accepted and when Probability value > 0.05 therefore Ha rejected. Research result obtained that all of independent variable have positive and significant influence to the independent variable was buying decision. From statistical result of double regression analysis by using SPSS program assistance, regression equation of Y = 0.536 X| + 0.187 X2 + 0.319 X3 + 0.410 X4. simultaneously price variable (XI), promotion (X2), company reputation (X3) and service quality (X4) reasonable to explain it binding variable, was buying decision because calculation F test coefficient about 28.106 and signification level < 0.05 was 0.000.