Pengaruh Kualitas Pelayanan dan Harga terhadap Minat Beli pada UD. Rubama Tukka

Abstract

This study aims to examine the effect of service quality and price on consumers’ purchase intention at UD. Rubama Tukka, Central Tapanuli Regency. A quantitative approach with a survey method was employed, and data were collected through questionnaires distributed to consumers. The collected data were analyzed using multiple linear regression. The findings indicate that service quality has a positive but insignificant effect on purchase intention, whereas price has a positive and significant effect on purchase intention. Furthermore, service quality and price simultaneously have a significant effect on consumers’ purchase intention. The coefficient of determination shows that both variables explain a considerable proportion of the variation in purchase intention, while the remaining variation is influenced by factors outside the scope of this study. The study concludes that price is a more dominant factor influencing consumers’ purchase intention than service quality. These findings provide insights for businesses in improving marketing strategies and maintaining customer interest.