Open AccessCustomer's Purchase Decision in Alfamaret Tataaran II Minahasa
Author(s) -
Allen Magko,
Ninik Indawati,
Silvana S.A Oroh,
Maria Melva Kaparang
Publication year - 2021
Publication title -
international journal of tourism and hospitality in asia pasific
Language(s) - English
Resource type - Journals
eISSN - 2685-8800
pISSN - 2654-7945
DOI - 10.32535/ijthap.v4i3.1214
Subject(s) - accidental sampling , business , service quality , sample (material) , marketing , population , quality (philosophy) , service (business) , survey methodology , statistics , medicine , mathematics , environmental health , epistemology , chromatography , philosophy , chemistry
This study aims to determine the partial effect of service quality and price perceptions on customer buying decisions; and the simultaneous influence of service quality and price perception on customer buying decisions at Alfamart Tataaran II Minahasa. This research applied a quantitative approach with a survey method. The population comprised consumers who have made purchases at Alfamart Tataaran II Minahasa. The research sample consisted of 150 respondents selected by accidental sampling. The data were collected through questionnaires and analyzed by multiple regression. The findings reveal a significant effect of service quality on customer buying decisions, a positive and significant influence on price perceptions on customer buying decisions, and a collective positive influence and significant service quality and price perceptions on customer decisions.