<![CDATA[This research aims to analyze the influence of service quality, price and location on fish purchasing decisions at UD. Irian Independent. This research uses quantitative methods with a sample size of 50 respondents. Data analysis was carried out using multiple linear regression and t test to determine the effect of each independent variable on the dependent variable. The research results show that service quality (X1) has a significant effect on purchasing decisions with a coefficient value of 0.504 and a significance value of 0.000 (p 0.05). The price variable (X2) also has a significant effect with a coefficient value of 0.407 and a significance of 0.003 (p 0.05). Meanwhile, the location variable (X3) has no significant effect on purchasing decisions with a coefficient value of 0.009 and a significance of 0.853 (p 0.05). Based on the results of this research, it can be concluded that service quality and price have a significant influence on fish purchasing decisions at UD. Irian Mandiri, while the location factor does not have a significant influence. The implication of this research is that UD. Irian Mandiri needs to improve service quality and establish a competitive pricing strategy to improve consumer purchasing decisions.]]>
Copyrights © 2025
