FACTORS DETERMINING PURCHASE DECISIONS AT AGUNG MATERIAL BUILDING STORE: PRICE, PRODUCT, OR SERVICE?
Keywords:
price, product completeness, service quality, purchase decisionsAbstract
This research analyzes the influence of price, product completeness, and service quality on purchase decisions at Agung Material Building Store, Bukit Timah. Utilizing a quantitative research method and an associative approach, the study involved 60 respondents out of a total population of 150 consumers. Data was collected through questionnaires, observations, and documentation.The results of the regression analysis indicate that price has a significant positive effect (β = 0.395, p = 0.004) on purchase decisions. Additionally, service quality also shows a significant positive effect (β = 0.253, p = 0.010). However, product completeness did not show a significant influence (β = 0.009, p = 0.937) on purchase decisions.These findings suggest that consumers place more importance on price and service quality when making purchase decisions, while product completeness is less of a determining factor. The simultaneous test (F-test) shows that collectively, price, product completeness, and service quality significantly influence purchase decisions.
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