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The Influence of Service Quality and Price on Consumer Purchase Decisions at Alfamart Cancar Ruteng

2023-11-25
Published
53-61
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OPEN
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Sari A. Natonis
Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Nusa Cendana, Indonesia
Abstract

Purpose: This study was conducted in Wae Belang Village, Ruteng District. This study aims to determine and analyze both partially and simultaneously the influence of service quality and price on consumer purchasing decisions.

Research Methodology: This study uses a quantitative approach with 100 respondents selected through accidental sampling. Data were collected using questionnaires, interviews, and literature studies, then analyzed using descriptive analysis, multiple linear regression, t-test, and F-test with SPSS v.22.

Results: The results of the descriptive analysis show that the respondents had a high perception of service quality and price. From the results of multiple linear regression analysis, the equation is obtained: Y = 2.076 + X1(0.325) + X2(0, 323). The results of the f test show that service quality and price simultaneously have a significant influence on consumer purchasing decisions. This is based on the Adjusted R2 value of 0.737.

Conclusions: Service quality and price influence consumer purchasing decisions by 73.7%, while the remaining 27.3% is influenced by other variables that are not the focus of this research.

Limitations: This study is limited to 100 consumers at Alfamart Cancar, Ruteng District; therefore, the findings may not be fully generalizable to other retail stores or different consumer contexts.

Contributions: This study contributes to retail marketing literature and provides practical insights for improving service quality and pricing strategies to strengthen consumer purchase decisions.

Price Purchase Decisions Retail Marketing Service Quality
How to Cite
Natonis, S. A. . (2023). The Influence of Service Quality and Price on Consumer Purchase Decisions at Alfamart Cancar Ruteng. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 3(2), 53-61. https://doi.org/10.52909/jbemk.v3i2.127
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How to Cite

Natonis, S. A. . (2023). The Influence of Service Quality and Price on Consumer Purchase Decisions at Alfamart Cancar Ruteng. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 3(2), 53-61. https://doi.org/10.52909/jbemk.v3i2.127
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