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All Journal Jurnal Kesehatan Masyarakat Sinergi Conference SENATIK STT Adisutjipto Yogyakarta Indonesian Journal of Natural Pigments Journal of Correctional Issues (JCI) Jurnal Manajerial Dan Kewirausahaan Berita Kedokteran Masyarakat E-JRM
Cindy Caroline
Universitas Bakrie
Aerospace Engineering Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mechanical Engineering Nursing Public Health Social Sciences Other

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Pengaruh Harga, Varian Produk, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian (Studi pada Pelanggan Dapur Cece Wulan di Kabupaten Jombang) Caroline, Cindy; Asiyah, Siti; Dianawati, Eris
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 02
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstract This study aims to analyze the influence of price, product variation, and service quality on purchasing decisions at Dapur Cece Wulan in Jombang Regency. Using a quantitative approach, data were collected through questionnaires distributed to 65 respondents. Data analysis was conducted using multiple linear regression to test the simultaneous and partial effects of the independent variables on the dependent variable. The results show that simultaneously, price, product variation, and service quality significantly affect purchasing decisions. Partially, price and product variation have a significant influence, while service quality does not show a significant effect. These findings indicate that appropriate pricing strategies and improvements in service quality are key factors in encouraging consumers to make purchases at Dapur Cece Wulan. Keywords: Price, Product Variation, Service Quality, Purchasing Decision, Dapur Cece Wulan
Co-Authors ., Irdianti A'yuni, Qurrata C Hanny Wijaya Dwi Kristanto Eris Dianawati Fathulhuda, Muhammad Muflih Firdaus, faradillah Haryani Haryani Khudazi Aulawi Kurniawati, Dwi Agustina Masman, Ronnie Resdianto Muthmainnah, Shafwah Natania, Natania Rochman, Muhammad Arief Rosid, Ibnu Abdul Siti Asiyah Sonatha, Mei Diana Zailani, Suhaiza