Pengaruh Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen O!Save Lingkar Duren Sawit pada Usia 22-45 Tahun (Periode Mei-Juni 2026)

Abstract

The rapid growth of Indonesia's retail industry has created increasingly intense competition among minimarket businesses. O!Save emerged as a modern retail chain with a distinct business model, implementing a cost-efficiency strategy through an everyday low price approach. This study aims to determine the effect of price and service quality on consumer purchasing decisions, both partially and simultaneously, at the O!Save Lingkar Duren Sawit outlet, focusing on consumers aged 22-45 years. This research employed a quantitative method using a purposive sampling technique. The population consisted of 8,030 consumers, with a sample size of 100 respondents determined using the Slovin formula. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis with SPSS version 24.0. The results show that price has a positive and significant effect on purchasing decisions (t-count 5.198 > t-table 1.985), service quality also has a positive and significant effect (t-count 4.412 > t-table 1.985), and both variables simultaneously have a significant effect on purchasing decisions (F-count 145.009 > F-table 3.09), with a contribution of 74.9%.