Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga terhadap Keputusan Pembelian di Toko Bahan Kue (Tobaku) di Surabaya

Abstract

The development of business in this very sophisticated era of globalization can make
people more creative, one of which is a business in the culinary field. Especially during the
pandemic that hit Indonesia 2 years ago, many businesses went bankrupt and caused people
to have to rack their brains so they could still survive in a pandemic. Culinary business is
now familiar to the public, this business is arguably not so complicated. To get the best
quality of a product, it is necessary to be careful in choosing it. Therefore, in a business of
cake ingredients like this service, product quality and price are very important right. The
results of the above research show that service quality has a significant influence significant
to the Purchase Decision at the Cake Ingredients Store in Surabaya. In this case the quality
of service that is more applied is in the form of a neat appearance. The results of this study
indicate that product quality (X2) is also very influential on purchasing decisions. In this
result, the quality of the product that must be applied more is the product that is in
accordance with the benefits. The results of the research above show that price (X3) is very
influential on purchasing decisions. very affordable prices but have a quality that is no less
much better.