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All Journal MANAJEMEN DEWANTARA
Netta Try Pustika Sari
Universitas Muhammadiyah Sidoarjo
Economics, Econometrics & Finance

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PENGARUH KUALITAS LAYANAN, MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO INDAH BORDIR DI SIDOARJO Netta Try Pustika Sari; Mas Oetarjo; Mochamad Rizal Yulianto
MANAJEMEN DEWANTARA Vol 10 No 1 (2026): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i1.21969

Abstract

Objectives: To examine the effects of service quality, brand, and price on purchasing decisions at Indah Bordir Shop in Sidoarjo. Methods: Quantitative research involving 96 respondents selected through purposive sampling, analyzed using multiple linear regression. Research Gap/Novelty: Integrates service quality, brand, and price to explain purchasing decisions in the embroidery retail industry. Results: All three variables positively and significantly influenced purchasing decisions, both partially and simultaneously. Service quality demonstrated the strongest effect, followed by brand and price. Conclusion: Improving service quality, strengthening brand image, and maintaining competitive prices are essential for enhancing purchasing decisions.
Co-Authors Mas Oetarjo Mochamad Rizal Yulianto