<![CDATA[This study aims to analyze the influence of price and service quality on purchase decisions at PT Mudzalifah in Pontianak City. The research employed a quantitative associative approach, involving 100 respondents selected through a purposive sampling technique from a population of 2,475 customers. Data were collected using questionnaires and interviews to obtain insights into consumer perceptions of price, service quality, and purchasing decisions. The regression analysis produced the equation Y = 1.262 + 0.259X₁ + 0.369X₂, with a correlation coefficient (R) of 0.643, indicating a strong and positive relationship between price and service quality on purchase decisions. Meanwhile, the coefficient of determination (R²) of 41.3% shows that the two independent variables explain 41.3% of the variation in purchase decisions, while the remaining 58.7% is influenced by other factors beyond this study. The F-test results demonstrate that price and service quality simultaneously have a positive and significant effect on purchase decisions. Likewise, the t-test results indicate that both variables also exert a positive and significant influence on purchase decisions when tested individually. Based on these findings, it can be concluded that fair pricing aligned with service quality, as well as consistent and reliable service performance, can enhance customers’ purchasing decisions in choosing PT Mudzalifah’s services. Future research is recommended to include additional variables such as brand image, trust, or customer satisfaction, and to expand the research area and sample size to produce more comprehensive, accurate, and representative results.]]>
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