PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO PINK KOTA PAREPARE

Abstract

This study aims to examine the effect of price and service quality variables on purchasing decisions. Data collection using a questionnaire instrument. The research sample was 300 respondents. The data analysis technique used is multiple linear regression analysis. The results showed that the price variable regression coefficient (X1) with a positive coefficient sign. The significant value of 0.000 is smaller than the significance value of α, namely 0.05. The service quality variable regression coefficient has a positive effect on purchasing decisions with a significant value of 0.000 less than 0.05. The results of all tests concluded that the variable price and service quality had a significant effect on purchasing decisions.