Faktor Dominan dalam Keputusan Pembelian di Toko Bangunan: Studi pada Kharisma Singkawang

Abstract

This study aims to determine the influence and extent of price, service quality, and location on purchasing decisions at Kharisma Material Store in Singkawang, both partially and simultaneously. The research uses an associative method with a quantitative approach to analyze the relationships between variables. Research data was collected through questionnaires distributed to 100 customers who have shopped at the store. Analysis was conducted using SPSS software version 26. The results indicate that all independent variables such as price, service quality, and location collectively influence purchasing decisions at the store. Partially, each variable also has a significant impact. The coefficient of determination test shows that 51.2% of the purchasing decisions are influenced by these factors. Based on these findings, it is recommended that Kharisma Material Store maintain competitive pricing and enhance service quality to boost customer loyalty. While the store's location is already advantageous, but adding more attractive products could further increase customer interest.