Pengaruh Kualitas Pelayanan dan Harga Terhadap Keputusan Pembelian pada Warung Bang Said di Kota Malang

Abstract

This study aimed to examine and analyze the influence of service quality and price on purchasing decisions at Warung Bang Said in Malang City, both partially and simultaneously. This study is grounded in the increasingly competitive culinary industry in Malang City, which requires Warung Bang Said, a culinary business specializing in Middle Eastern cuisine, to pay close attention to service quality and pricing as factors that can encourage consumers' purchasing decisions. This study employed a quantitative approach with an associative research design through the distribution of questionnaires to 97 respondents selected using a purposive sampling technique. The respondents were consumers who had purchased products and received direct service at Warung Bang Said. The data were analyzed using multiple linear regression analysis with the assistance of IBM SPSS Statistics 25. The results indicate that service quality and price have a positive and significant effect on purchasing decisions, both partially and simultaneously. These findings suggest that better service quality and more appropriate pricing increase consumers' tendency to make purchasing decisions at Warung Bang Said. The implication of this study is that Warung Bang Said needs to continuously improve its service quality and maintain a pricing policy that is aligned with product quality and the benefits perceived by consumers, in order to enhance purchasing decisions amid the increasingly competitive culinary industry in Malang City.