Pengaruh Kualitas Layanan Dan Harga Terhadap Keputusan Pembelian Konsumen Untuk Produk Kuliner Pada Platform DewaFood di Baturaja

Rudiyan, Defitho (2026) Pengaruh Kualitas Layanan Dan Harga Terhadap Keputusan Pembelian Konsumen Untuk Produk Kuliner Pada Platform DewaFood di Baturaja. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to examine and analyze the influence of service quality and price on consumers' purchasing decisions for culinary products on the DewaFood platform in Baturaja. This study employs a quantitative approach with purposive sampling. The data were collected through questionnaires distributed to DewaFood consumers and analyzed using multiple linear regression. The results indicate that service quality has a positive and significant effect on consumers' purchasing decisions. Meanwhile, price does not have a significant effect on purchasing decisions when examined partially. However, service quality and price simultaneously have a significant effect on consumers' purchasing decisions. The findings also indicate that service quality is a more dominant factor in influencing purchasing decisions than price.

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