Pengaruh Kualitas Pelayanan dan Harga terhadap Keputusan Pembelian Produk

Abstract

The hypothesis testing results show that service quality has a positive and significant effect on purchasing decisions at Tri Dasa Mertha Minimarket. The second hypothesis results show that price has a positive and significant effect on purchasing decisions at Tri Dasa Mertha Minimarket. The third hypothesis results show that service quality and price have a positive and significant effect on purchasing decisions at Tri Dasa Mertha Minimarket. Suggestions for Tri Dasa Mertha Minimarket include focusing on staff training in responsiveness and effective communication, conducting market surveys to understand customer price preferences, expanding product offerings with more affordable options, offering promotions to address perceptions of high prices, and improving communication with customers about competitive pricing offers. Periodic reviews of pricing processes and promotion strategies are also needed to ensure alignment with customer needs and market dynamics. For future research, it is recommended to add independent variables such as consumer perceptions and attitudes, as well as trends in purchasing decisions. The research object can include other types of companies for diversity, and it is important to increase the sample size for broader results on purchasing decisions.