THE EFFECT OF PRODUCT QUALITY AND SERVICE QUALITY ON PURCHASING DECISIONS AT TOKO BAHAN KUE 55

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Published: Apr 30, 2024
DOI: https://doi.org/10.37715/jp.v9i1.3796
Keywords:
Product Quality, Purchasing Decision, Toko Bahan Kue 55, service quality

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Enrico Glenn Halim
School of Business and Management, Universitas Ciputra, Citraland CBD Boulevard
Alexander Wahyudi Henky Soeparto

Abstract

Toko Bahan Kue 55 is a business engaged in retailing cake ingredients, cake supplies
and cake equipment. This study aims to determine the effect of product quality and service
quality on purchasing decisions at the Toko Bahan Kue 55. The variables involved in this study
are product quality and service quality as independent variables and purchasing decisions as
dependent variables. The method used in this research is a quantitative method using multiple linear regression tests. The sample in this study were 150 consumers who had made purchases at Toko Bahan Kue 55. The results of this study indicate that product quality has a positive and significant effect on purchasing decisions at Toko Bahan Kue 55. Service quality has a positive and significant influence on purchasing decisions at Toko Bahan Kue 55.

Article Details

How to Cite
Halim, E. G., & Soeparto, A. W. H. (2024). THE EFFECT OF PRODUCT QUALITY AND SERVICE QUALITY ON PURCHASING DECISIONS AT TOKO BAHAN KUE 55. PERFORMA, 9(1), 63–78. https://doi.org/10.37715/jp.v9i1.3796
Issue
Vol. 9 No. 1 (2024): Performa
Section
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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