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All Journal International Journal Multidisciplinary Science JURNAL RUMPUN MANAJEMEN DAN EKONOMI
Siti Aprilliani
Pamulang University
Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Mathematics Social Sciences

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THE EFFECT OF SERVICE QUALITY AND PRICE ON PURCHASE DECISIONS AT D'CREPES PONDOK INDAH MALL SOUTH JAKARTA Siti Aprilliani
International Journal Multidisciplinary Science Vol. 3 No. 3 (2024): October: International Journal Multidisciplinary Science
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijml.v3i3.1676

Abstract

This study aims to analyze the effect of service quality and price on consumer purchase decisions at D'Crepes Pondok Indah Mall, South Jakarta. The research employs a quantitative method with an associative approach, where service quality and price serve as independent variables, and purchase decisions act as the dependent variable. Data was collected through questionnaires distributed to 100 respondents. The findings indicate that both service quality and price significantly influence consumer purchase decisions, both partially and simultaneously. Simple linear regression analysis reveals that service quality has a strong impact on purchase decisions, while price also exerts a considerable influence. Additionally, multiple linear regression confirms that service quality and price together have a very strong correlation with purchase decisions, accounting for 76.4% of the variation in consumer behavior. This research emphasizes the importance of providing high-quality service and setting appropriate prices to improve consumer purchase decisions. However, the study acknowledges several limitations, including the restricted number of variables analyzed and the sole use of questionnaires for data collection. Further studies are recommended to explore additional factors such as location, promotion, and brand image, and to expand the sample size for broader insights.
PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH MAKAN SAUNG SUNDARA TIGARAKSA KABUPATEN TANGERANG Farhan Oktav; Siti Aprilliani
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 3 No. 5 (2026): september
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v3i5.12398

Abstract

This study aims to determine the partial and simultaneous effects of Content Marketing and Electronic Word of Mouth (E-WOM) on Purchase Decisions at Rumah Makan Saung Sundara. This research employed a descriptive quantitative method with a sample of 100 respondents. The data analysis techniques used included validity testing, reliability testing, normality testing, multicollinearity testing, heteroscedasticity testing, simple linear regression analysis, multiple linear regression analysis, correlation coefficient analysis, coefficient of determination analysis, t-test, and F-test. Based on the results of the first hypothesis test, Content Marketing has a positive and significant effect on Purchase Decisions, with a t of 4.483 greater than the t value of 1.98447 (4.483 > 1.98447) and a significance value of 0.001 less than 0.05 (0.001 < 0.05). The results of the second hypothesis test indicate that Electronic Word of Mouth (E-WOM) has a positive and significant effect on Purchase Decisions, with a t of 6.182 greater than the t value of 1.98447 (6.182 > 1.98447) and a significance value of 0.001 less than 0.05 (0.001 < 0.05). The results of the third hypothesis test show that Content Marketing and Electronic Word of Mouth (E-WOM) simultaneously have a positive and significant effect on Purchase Decisions, with an F of 44.799 greater than the F value of 3.09 (44.799 > 3.09) and a significance value of 0.001 less than 0.05 (0.001 < 0.05).
Co-Authors Farhan Oktav