Pengaruh Kualitas Pelayanan Dan Harga Terhadap Keputusan Pembelian Pada Alfamart Cabang Darmawangsa Kabupaten Bekasi

Abstract

This study is motivated by a decrease of around 80% in February 2024 due to service quality and
price at Alfamart Darmawangsa. This study aims to determine the effect of service quality and
price on purchasing decisions for customers of Alfamart Darmawangsa Branch, Bekasi Regency.
The type of data in this study is a quantitative approach. This study uses 2 independent variables,
namely service quality and price on the dependent variable of purchasing decisions. In this study
the sample used was 150 customers at Alfamart Darmawangsa. The data was processed using
SPSS 25 with the t test, f test, multiple linear regression, and the coefficient of determination. The
results showed that there is a partially significant influence between Service Quality on
Purchasing Decisions at Alfamart in Darmawangsa branch Where t count 32.157> t table 1.976
and a significant value of 0.000 <0.05. There is a partially significant influence between Price on
Purchasing Decisions at Alfamart in Darmawangsa branch Where t count 30.949> t table 1.976
and a significant value of 0.000 <0.05. There is a simultaneous significant influence between
Service Quality and Price on Purchasing Decisions at Alfamart Darmawangsa branch, Bekasi
Regency where the F value is F count 712.581> t table 3.06. The contribution made by Service
Quality and Price simultaneously to Purchasing Decisions is 90.6%, while the remaining 9.4% is
influenced by other factors not included in this study.