PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN STREET BOBA JEMURSARI SURABAYA

Abstract

This research aimed to find out the effect of service quality, product quality and price on purchasing decisions. Moreover, the research was quantitative. The data collection techique used purposive sampling. In line with that, there were 100 customers of Street Boba, Jemursari Surabaya as the sample. Furthermore, the data analysis technique used a regression model. The research result showed that service quality had a positive an significant effect on the customers’ purchasing decisions of Street Boba, Jemursari Surabaya. Likewise, product quality had a positive an significant effect on the customer’ purchasing decisions of Street Boba Jemursari Surabaya. Similarly, the price had a positive and significant effect on the customers’ purchasing decisions of Street Boba, Jemursari Surabaya. Therefore, the management of Street Boba Jemursari Surabaya needed to maintain bot quality and quantity wich had been attached in every Street Boba product; since it could affect the customers’ satisfaction and increased their purchasing decisions.