The Influence of Service Quality, Brand, and Price on Purchasing Decisions at Indah Bordir Shop in Sidoarjo
Pengaruh Kualitas Layanan, Merek, Harga Terhadap Keputusan Pembelian pada Toko Indah Bordir di Sidoarjo
DOI:
https://doi.org/10.21070/ups.10239Keywords:
Service Quality, Brand, Price, Purchase DecisionAbstract
This study aims to analyze the influence of service quality, brand, and price on purchasing decisions at the Indah Bordir Shop in Sidoarjo. The research problem focuses on the decline in purchasing decisions amidst increasing competition in the embroidery business. This study uses a quantitative approach with a survey method by distributing questionnaires to 96 respondents selected using a purposive sampling technique. Data analysis was carried out using multiple linear regression with the help of SPSS. The results show that service quality, brand, and price have a positive and significant influence on purchasing decisions, both partially and simultaneously, with service quality as the most dominant variable. This study concludes that improving service quality, strengthening brand image, and setting competitive prices can encourage consumer purchasing decisions. These findings provide a practical contribution for MSMEs in formulating competitive and sustainable marketing strategies
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