ANALISIS PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN WINGKO BABAT KHAS LAMONGAN

Abdul Qohar, Titis Surya Maha Rianti, Hadi Apriliawan

Abstract


Abstract

The wingko business competition in Lamongan Regency is getting tighter, so MSMEs need to manage the marketing mix such as service quality, product, price, and location well to influence purchasing decisions. The purpose of this study is to determine the effect of service quality, product quality, price and location on purchasing decisions for Wingko Babat Cap Putra Agung. This research was conducted at the Wingko Babat Cap Putra Agung outlet located in Babat Village, Babat District, Lamongan Regency in May 2024 with an unspecified number of days. The population used in this study were customers who bought and consumed Wingko Babat Cap Putra Agung. The method used in sampling was non-probability sampling so that it used incidental sampling techniques, with a sample size of 40 respondents. The results of this study show that the service quality variable has a significant effect on the purchasing decision of wingko with a sig value of 0.012 <0.05, the product quality variable has a significant effect on the purchasing decision of Wingko Cap Putra Agung with a sig value of 0.045 <0.05, the price variable has no effect on the purchasing decision of wingko cap putra gaung with a sig value of 0.511>0.05, and the location variable has a significant effect on the purchasing decision of wingko cap putra agung with a sig value of 0.022.

Keyword: Wingko, Service Quality, Product Quality, Price, Location

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References


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