<![CDATA[Abstract: This study examines the relationship between the effect of service quality and product quality on purchasing decisions for PT. East West Tour and Travel. The data analysis technique used is multiple linear regression analysis and statistical t-test. The results showed that 1) Partially, the service quality variable has a significant effect on the decision to purchase PT. East West Tour And Travel with a significant degree of 95% (α = 0.05). 2) Partially, product quality variables have a significant effect on purchasing decisions for PT. East West Tour And Travel with a significance degree of 95% (α = 0.05). 3) Simultaneously the variables of service quality and product quality have a significant effect on the decision to purchase PT. East West Tour And Travel with a significant degree of 95% (α = 0.05). Abstrak: Penelitian ini menguji hubungan antara pengaruh kualitas pelayanan dan kualitas produk terhadap keputusan pembelian jasa penyewaan kapal pesiar PT. East West Tour and Travel. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dan uji t statistik. Hasil penelitian menunjukkan bahwa 1) Secara parsial variabel kualitas pelayanan berpengaruh signifikan terhadap keputusan pembelian jasa penyewaan kapal pesiar PT. East West Tour And Travel dengan derajat keberartian 95% (α = 0,05). 2) Secara parsial variabel kualitas produk berpengaruh signifikan terhadap keputusan pembelian jasa penyewaan kapal pesiar PT. East West Tour And Travel dengan derajat keberartian 95% (α = 0,05). 3) Secara simultan variabel kualitas pelayanan dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian jasa penyewaan kapal pesiar PT. East West Tour And Travel dengan derajat keberartian 95% (α = 0,05).]]>
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