DOI of the published article https://doi.org/10.37385/msej.v5i2.6740
The Influence of Price, Product Quality and Service Quality on Purchasing Decisions at Yoshinoya Sun City Sidoarjo Restaurant
Pengaruh Harga, Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian di Restoran Yoshinoya Sun City Sidoarjo
DOI:
https://doi.org/10.21070/ups.6900Keywords:
product quality, Service Quality, price, Purchasing DecisionAbstract
This study aims to analyze the influence of price, product quality, and service quality on purchasing decisions at Yoshinoya Sun City Restaurant in Sidoarjo. The study examines three independent variables, namely price, product quality, and service quality, as well as one dependent variable, which is the purchasing decision. Data was collected through an online survey using a simple random sampling method, resulting in 100 respondents. The results show that all three independent variables have a positive and significant impact on purchasing decisions. Price plays an important role in attracting consumer interest when it aligns with the quality of products and services offered. Product quality, which includes freshness, taste, and presentation, is a major factor that increases purchasing interest. In addition, service quality, including friendliness and promptness, encourages purchasing decisions and the desire to revisit. These findings indicate that competitive pricing, high product quality, and good service can enhance purchasing decisions.
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