Pengaruh Kualitas Pelayanan Dan Harga Terhadap Keputusan Pembelian di Toko Mahw Store Pada Platform Itemku
DOI:
https://doi.org/10.31334/phn5gf25Abstrak
Abstract.
This study aims to determine the influence of service quality and price on consumer purchasing
decisions at MAHW Store, a digital store based on the Itemku e-commerce platform. The study used
a quantitative approach with a survey method. Data were obtained through questionnaires distributed
to 112 respondents, who were MAHW Store customers. The data analysis technique used was
multiple linear regression analysis, performed using SPSS. The results showed that service quality
had a positive and significant effect on purchasing decisions, while price also had a positive and
significant effect. Simultaneously, both variables significantly influenced purchasing decisions, with a
coefficient of determination of 80.2%. This indicates that MAHW Store has successfully developed a service and pricing strategy that aligns with consumer preferences. The implication of this study is the
importance of managing service quality and setting competitive prices as key strategies in
maintaining and increasing customer loyalty on the Itemku platform.
Keywords: Service Quality, Price, Purchasing Decision, MAHW Store, E-Commerce
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