PENGARUH SERVICE QUALITY, PRICE , DAN PRODUCT QUALITY TERHADAP CONSUMER PURCHASE DECISIONS PADA MIE GACOAN DI KEDIRI
DOI:
https://doi.org/10.61722/jaem.v3i4.12903Keywords:
Service Quality, Price , Product quality, Consumer purchase decisionsAbstract
The culinary sector has experienced rapid development along with the increasing need for practical food, including fast food. Mie Gacoan is one of the culinary businesses that offers spicy noodle products with various levels of spiciness, toppings, side dishes, and beverages. Mie Gacoan Kediri Kaliombo has problems related to service, price , and product quality that may affect consumer purchase decisions. This study aims to determine and analyze the effects of Service Quality, Price , and Product quality on Consumer purchase decisions at Mie Gacoan Kediri. This study used a quantitative method with an associative approach. Data were collected through questionnaires distributed to consumers of Mie Gacoan Kediri Kaliombo who had made direct purchases, with a total sample of 108 respondents. The data analysis techniques used included validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, partial t-test, simultaneous F-test, and coefficient of determination (R²) using SPSS 27. The results showed that Service quality had a partial and significant effect on Consumer purchase decisions, Price had a partial and significant effect on Consumer purchase decisions, and Product quality had a partial and significant effect on Consumer purchase decisions. Simultaneously, Service Quality, Price , and Product quality had a significant effect on Consumer purchase decisions at Mie Gacoan Kediri Kaliombo. The implication of this study provides input for the management of Mie Gacoan to improve service quality, pay attention to pricing, and maintain product quality.
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