PENGARUH KUALITAS LAYANAN, MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO INDAH BORDIR DI SIDOARJO

Netta Try Pustika Sari (Universitas Muhammadiyah Sidoarjo)
Mas Oetarjo (Universitas Muhammadiyah Sidoarjo)
Mochamad Rizal Yulianto (Universitas Muhammadiyah Sidoarjo)

MANAJEMEN DEWANTARA
Vol 10 No 1 (2026): MANAJEMEN DEWANTARA

Objectives: To examine the effects of service quality, brand, and price on purchasing decisions at Indah Bordir Shop in Sidoarjo. Methods: Quantitative research involving 96 respondents selected through purposive sampling, analyzed using multiple linear regression. Research Gap/Novelty: Integrates service quality, brand, and price to explain purchasing decisions in the embroidery retail industry. Results: All three variables positively and significantly influenced purchasing decisions, both partially and simultaneously. Service quality demonstrated the strongest effect, followed by brand and price. Conclusion: Improving service quality, strengthening brand image, and maintaining competitive prices are essential for enhancing purchasing decisions.