PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI UD. BATAMMAS (Studi Kasus pada UD. Batammas Desa Kaliwadas Kecamatan Bumiayu Kabupaten Brebes)

Abstrak

This study aims to determine the effect of Brand Image, price and digital marketing on
purchasing decisions both partially and simultaneously. The type of research used is
quantitative. The variables of this study include the effect of price and product quality on
purchasing decisions at Batammas Building Shop. The sample used in this study was 100
respondents who were taken using random sampling and the data collection method used a
questionnaire. The data analysis used is descriptive statistical analysis and Multiple Linear
Regression analysis, F test, t test, R2 test. The data in this study were processed using SPSS 25
for Windows. The results of multiple linear regression analysis show that the variables Price
and Service Quality each have a partially significant effect on Purchasing Decisions, the
variables Price and Service Quality have a significant effect together on Purchasing Decisions.