The Influence of Service Quality and Price on Purchasing Decisions Among Indomaret Customers in Gundaling Berastagi, Kab. Karo

Abstrak

This study aims to determine the effect of service quality and price on consumer purchasing decisions at Indomaret Gundaling Berastagi, Karo Regency. The background of this study is based on the tight competition in the modern retail industry, where service quality and price are important factors in attracting and retaining consumers. This study uses a quantitative approach with an associative method. The sample in this study amounted to 100 respondents taken using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression tests, t-tests, F-tests, and coefficient of determination tests (Adjusted R²). The results showed that partially, the variables of service quality and price had a positive and significant effect on purchasing decisions. Simultaneously, both variables also had a significant effect on purchasing decisions, with a significance value of Ftable (3.94). However, the Adjusted R Square value of 0.365 indicates that only 36.5% of purchasing decisions can be explained by service quality and price, while the remaining 63.5% is influenced by other factors outside the research model. Thus, service quality and price remain important factors in influencing purchasing decisions, although other factors such as promotion, location, and brand image need to be considered for a more optimal marketing strategy.