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All Journal Journal of Economics and Business (JECOMBI)
Fitri, Riskilia Aida
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Chemistry Economics, Econometrics & Finance

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The Influence Of Service, Price, And Product Quality On Consumer Purchase Intention For Mixue Ice Cream & Tea Fitri, Riskilia Aida; Anggarini, Desy Tri
Journal of Economics and Business (JECOMBI) Vol. 6 No. 01 (2025): Journal of Economics and Business (JECOMBI), January 2025
Publisher : SEAN Institute

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Abstract

This study examines the influence of service, price, and product quality on consumer purchase intentions for Mixue Ice Cream and Tea. Using a quantitative approach and multiple linear regression analysis, data were collected through online questionnaires from 40 respondents in Probolinggo City. The findings reveal that price and product quality significantly influence purchase intentions, while service does not show a significant impact when analyzed individually. However, collectively, these three variables positively and significantly affect purchase intentions. These results highlight the importance of integrating competitive pricing, consistent product quality, and excellent service in marketing strategies to optimize consumer appeal and market competitiveness.
Co-Authors Desy Tri Anggarini