PENGARUH KUALITAS PRODUK, HARGA DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE DI KOTA PALEMBANG

This study aims to test and analyze whether the variables of product quality, price and service quality have an influence on the purchase decision of MIXUE products in the city of Palembang. The population is consumers or someone who has bought MIXUE products in the city of Palembang, while the sample is consumers who have bought MIXUE products in the city of Palembang with a sample of 100 respondents. The sampling technique used is purposive sampling. The types of research data are secondary and primary data. The results of the research obtained have a positive effect on the significance of purchasing decisions in the city of Palembang.