Pengaruh Harga, Kualitas Produk, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Di Kuliner Gemek Kedungwuni

Abstract

Every company or small business is competing to attract consumer buying interest in the products offered. Consumer buying interest or purchasing decisions canbe influenced by price, product quality, and service quality. Product is anything that can be offered to the market to get attention, purchase, use, or consumption that can satisfya want or need. In the business world, it is increasingly developing, where this rapid development also undergoes a continuous metamorphosis. This business development also resulted in changes in the patterns and ways of competitors in maintaining their business. Therefore, every business actor is required to have sensitivity to changes in business competition conditions that occur in their environment and place an orientation towards the ability to attract buyers' decisions in order to be able to succeed in running their businesses. This study aims to determine the price, product quality, and service quality on purchasing decisions at culinary gemek kedungwuni. The method used in this study is a quantitative method. The technique used in taking the sample using a questionnaire. Thedata collection stage uses quantitative analysis using static analysis, namely instrument data test (validity and reliability test), classical assumption test (normality test, multicollinearity test, and

heteroscedasticity test), t test, and F test. The sample in this study was 30 people. . The results showed that (1) price had a significant and significant effect on purchasing decisions at gemek kedungwuni culinary (2) product quality had an effect and significant on purchasing decisions at gemek kedungwuni culinary (3) service quality had no and insignificant effect on purchasing decisions at gemek kedungwuni culinary (4) price, product quality, and service quality have a significant influence simultaneously on purchasing decisions.