CONSUMER BEHAVIOR ANALYSIS TOWARDS PURCHASING DECISIONS IN TERMS OF SERVICE QUALITY, PRICE, PRODUCT QUALITY, AND PROMOTION

Abstract

Consumer behavior represents a critical foundation for enterprises navigating an increasingly dynamic and competitive market environment. Purchasing decisions are not merely single-factor outcomes, but rather the result of complex interplay between service quality, price perception, product quality, and promotional strategies. This research aims to analyze consumer behavior towards purchasing decisions through a mixed-perspective approach combining qualitative literature analysis with empirical quantitative evidence using multiple linear regression. The findings demonstrate that responsive Service Quality and consistent Product Quality generate high customer value perception. Price functions as a critical evaluation metric comparing economic sacrifice with received benefit, whereas Promotion proves to be the most dominant driver (regression coefficient of 0.363) in catalyzing purchasing action. Simultaneously, the integration of these marketing mix elements exerts a statistically significant effect on purchasing decisions (Fcalculated = 37.092 > Ftable = 2.740). Business managers are urged to execute integrated marketing mix strategies to sustain market share and customer loyalty.