Effect of Price, Personal Selling and Service Quality in Increasing Car Tire Purchase Decisions at PT Tyre Master Mandiri Indonesia

This study aims to examine the effect of price, personal selling, and service quality in increasing car tire purchase decisions at PT Tyre Master Mandiri Indonesia. This study uses quantitative methods with data obtained from PT Tyre Master Mandiri Indonesia. The type of research data is quantitative data. The data sources used are primary and secondary data. Primary data is data obtained from the results of research observations. In this study, primary data originated from distributing questionnaires directly to consumers where the results of the data were collected and processed by the researchers themselves. The population that will be used in this study are employees of PT Tyre Master Mandiri Indonesia, amounting to 105 people. Based on the results of data analysis, partially the price has a significant effect on purchase decisions while personal selling and service quality do not have a significant effect on purchase decisions. Simultaneously price, personal selling, and service quality simultaneously or together have a significant effect on purchase decisions at PT Tyre Master Mandiri Indonesia.