Pengaruh Persepsi Harga Terhadap Keputusan Pembelian Konsumen Lawson U-Town Bintaro

Nurwisesa (Universitas Pembangunan Jaya)
Muhammad Feby Andhika (Universitas Pembangunan Jaya)

Jurnal Sains Student Research
Vol. 1 No. 1 (2023): Oktober: Jurnal Sains Student Research

This research aims to determine the influence of price perception on purchasing decisions among Lawson consumers in U Town, Bintaro, South Tangerang City. The study employs a quantitative method using SPSS 25 software for hypothesis testing. The measurement instrument utilizes a Likert scale, requiring respondents to express the influence of service quality on their loyalty to using or purchasing Shell products. Data collection employs purposive sampling with a sample size of 120. The results of this research indicate that price perception has a positive influence on purchasing decisions among Lawson consumers in U Town, Bintaro, South Tangerang City.