Pengaruh Kualitas Layanan dan Harga Terhadap Keputusan Pembelian Konusmen (Studi Pada: Alfamart Cancar, Kecamatan Ruteng, Kabupaten Manggarai)

Abstract

This research was conducted in Wae Belang Village, Ruteng District. This research aims to determine and analyze both partially and simultaneously the influence of service quality and price on consumer purchasing decisions. This research uses service quality and price as independent variables and consumer purchasing decisions as the dependent variable. The total sample was 100 respondents, with the sampling technique used was accidental sampling. Data collection was carried out using questionnaires, interviews and literature studies. The data analysis technique used is quantitative descriptive, multiple linear regression analysis and hypothesis testing via t test and f test, using the SPSS v.22 application. The results of the descriptive analysis show that overall respondents gave 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) + The results of the f test show that service quality and price simultaneously have a significant influence on consumer purchasing decisions. Based on the Adjusted R^2 value of 0.737. This means that service quality and price influence consumer purchasing decisions by 73.7%, while the remaining 27.3% is influenced by other variables which are not the focus of this research.