THE INFLUENCE OF PRODUCT QUALITY, PRICE, AND SERVICE QUALITY ON CONSUMER PURCHASING DECISIONS AT AYAM GEPREKIN IN MADIUN CITY

Mona Fatihatu Rahmah, Apriyanti Apriyanti, Dian Citaningtyas Ari Kadi

Abstract


This study aims to determine the effect of product quality, price, and service quality on consumer purchasing decisions at Ayam Geprekin in Madiun City, both partially and simultaneously. This study employed a quantitative approach with an associative research design. The population consisted of Ayam Geprekin consumers in Madiun City, with an unknown population size. The sample was determined based on the guidelines of Hair et al. using purposive sampling. Data were collected through an online Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of SPSS. The analysis included validity, reliability, classical assumption, t-test, F-test, and coefficient of determination tests. The results show that product quality, price, and service quality each have a positive and significant effect on purchasing decisions. Service quality was found to be the most dominant variable. Simultaneously, the three variables also have a significant effect on purchasing decisions. These findings indicate that improving product quality, maintaining reasonable prices, and providing consistent service are important factors in increasing consumer purchasing decisions at Ayam Geprekin in Madiun City.

Keywords: Product Quality, Price, Service Quality, Purchasing Decision


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