Pengaruh Harga, Kualitas Pelayanan Dan Variasi Produk Terhadap Keputusan Pembelian Wedrink Dinoyo (Studi Kasus Pada Mahasiswa di Kota Malang)

Abstract

Abstract

This study aims to determine whether price, service quality, and product variety influence purchasing decisions partially and simultaneously. This study uses explanatory research with a quantitative approach. The population of this study is all active students of the Management Study Program, Islamic University of Malang, Class of 2022, who are consumers of Wedrink Dinoyo. The exact population size is unknown. The sample size used in this study will be determined using the Malhotra formula, 19 x 5, which is 95 respondents. The results show that price, service quality, and product variety simultaneously and partially have a significant effect on purchasing decisions.

Keywords: price, service quality, product variety and purchasing decisions