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The purpose of this study is to determine and analyze the influence of service quality and price perception on purchasing decisions of Dolok Masihul counter customers, both directly and indirectly through purchase intention as an intervening variable. This type of research is explanatory research that explains the causal relationship between variables through hypothesis testing. The sample used in this study was 101 respondents with proportional random sampling technique. The test tool used was Partial Least Square (PLS) using SmartPLS 3.0 software. From the results of this test it can be concluded that service quality does not have a significant effect on purchasing decisions. Price perception does not have a significant effect on purchasing decisions. Purchase intention has a significant effect on purchasing decisions. Service quality does not have a significant effect on purchase intention. Price perception has a significant effect on purchase intention. Service quality does not have a significant effect on purchase decisions through mediation from purchase intention. Price perception has a significant effect on purchase decisions through mediation from purchase intention.

This study aims to analyze the influence of a halal lifestyle on consumer preferences in selecting Sharia-compliant retail products. The study employed a Systematic Literature Review method, reviewing various empirical and conceptual studies published between 2017 and 2025. The analysis focused on the relationship between halal awareness, religiosity, ethical consumption values, and Muslim consumer behavior in making choices about Sharia-compliant retail products and services. The results indicate that a halal lifestyle is viewed not only as a form of compliance with Islamic law but also as a social identity and a modern consumption pattern that influences consumer purchasing decisions. Consumers with high levels of halal awareness and religiosity tend to have a greater preference for Sharia-compliant retail products that guarantee halal certification, quality, transparency, and ethical values ​​in their business processes. Furthermore, trust, Islamic brand image, and marketing strategies based on Islamic values ​​contribute to strengthening consumer loyalty to Sharia-compliant retail. This research provides managerial implications for Sharia-compliant retail businesses to develop innovative, educational, and tailored marketing strategies to meet the halal lifestyle needs of modern Muslims.

This research aimed to: (1) describe purchasing decisions, price, and servicescape at Otto Coffee Truck Maumere, and (2) analyze the influence of price and servicescape on purchasing decisions at Otto Coffee Truck Maumere. This research used a quantitative approach using a survey method. Data collection techniques included observation, and the distribution of questionnaires to descriptive analysis, instrument testing, classical assumption testing, multiple linear regression analysis, partial testing (t-test), simultaneous testing (F-test), and the coefficient of determination (R2) with the assistance of statistical software. The Result of the research indicated that price had a positive but insignificant effect on purchasing decisions at Otto Coffee Truck Maumere. Meanwhile, the servoicescape variable had a positive and significant effect on purchasing decisiond. Simultaneously, price and servicescape had a positive and significant effect on purchasing decisions at Otto Coffee Truck Maumere. Therefore, Otto Coffee Truck Maumere should maintain a competitive pricing strategy and continue to improve the quality of uts servicescape to enhance consumers’ purchasing decisions.

This study investigates the influence of drug availability, location, and service quality on consumer purchasing decisions at Toko Obat Zahwa Batam. The phenomenon underlying this research is a significant decline of 23.3% in transactions at Toko Obat Zahwa over three years (2022–2024). A quantitative approach with survey method was employed, involving 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression using IBM SPSS 26. The results indicate that drug availability has a positive and significant effect on purchasing decisions (t = 5.390; sig. = .000), service quality has a positive and significant effect (t = 4.700; sig. = .000), while location does not significantly influence purchasing decisions (t = –0.556; sig. = .579). Simultaneously, all three variables significantly affect purchasing decisions (F = 38.203; sig. = .000) and explain 53.0% of the variance (Adjusted R² = .530). The dominant influence of drug availability confirms the need-driven nature of pharmaceutical retail purchases, while the non-significant effect of location reflects habitual buying behavior among loyal consumers. These findings provide practical implications for independent drug store management in competitive markets.

This study was conducted to systematically explore the influence of the level of ease of transactions and the quality of e-commerce services on the process of determining consumer purchasing decisions in Batam City. The research framework was built with a descriptive-oriented quantitative approach through the involvement of 100 respondents who actively utilize digital transaction services, which were determined using a purposive sampling technique based on the Lemeshow formulation to ensure the adequacy and representativeness of the sample. Empirical data were collected through a structured questionnaire and then processed using statistical analysis stages that included testing the validity and reliability of the instrument, evaluation of classical assumptions, multiple linear regression modeling, and verification of hypotheses through t-tests and F-tests. The results of data processing revealed that the variable of ease of transactions contributed 18.8% to purchasing decisions, while service quality contributed an influence of 63.5%. The coefficient of determination (R²) reaching 73.3% indicates that both independent variables simultaneously have substantial explanatory power towards variations in consumer purchasing behavior. Both partial and simultaneous testing confirmed a significant influence, thus confirming that simplifying transaction mechanisms and strengthening digital service quality are strategic determinants in driving e-commerce consumer purchasing decisions in Batam City.

This study aims to determine the effect of product quality and service quality on consumer purchasing decisions, both partially and simultaneously, at Chickenday Restaurant Trenggalek. The method used is a quantitative approach with data processing in numerical form to objectively test the relationship between variables. The research was conducted at Chickenday Restaurant, located on Jl. Soekarno Hatta No. 20 Trenggalek. The research population consists of all consumers during the period of May–June 2025, the exact number of which is unknown. The sampling technique utilized probability sampling with a simple random sampling method, resulting in 96 respondents based on the Lemeshow formula. The data include primary data through questionnaires and observations, as well as secondary data from various sources. Data analysis was performed using multiple linear regression, t-test, and F-test. The results indicate that product quality and service quality have a positive and significant effect on purchasing decisions, both partially and simultaneously, with service quality being the more dominant variable.

Purchase decisions represent a consumer’s process of selecting a product or service among various available alternatives. This study investigates the determinants of batik purchasing decisions in the modern market context, emphasizing shopping experience, traditional product quality, and brand image at the Tinularsih Batik Outlet in Temanggung. The study involved a population of 500 consumers, with a sample of 83 respondents selected using the Slovin formula. The empirical results reveal that traditional product quality has a significant positive effect on purchase decisions, while shopping experience shows a positive yet statistically insignificant influence. Furthermore, brand image does not significantly affect consumer purchase decisions. Theoretically, this study enriches consumer behavior literature by demonstrating that traditional product attributes remain a dominant factor influencing purchase decisions in culturally rooted industries such as batik. From a managerial perspective, the findings highlight the need for batik retailers to prioritize consistent product quality and authenticity, while also enhancing experiential elements and strengthening brand positioning to remain competitive in the modern marketplace.

This study explores the influence of Electronic Word of Mouth (E-WOM) on Umrah ticket purchasing decisions through the Instagram account @umrohbarengyuk.id. In today’s digital era, social media serves as a primary channel in shaping consumer perceptions of services, particularly in religious travel industries like Umrah. E-WOM, consisting of interaction intensity, opinion valence, and content quality, plays a vital role in providing trustworthy information and building consumer confidence. Using a quantitative method involving surveys and simple linear regression analysis, the study finds that digital reviews and testimonials strongly influence prospective pilgrims’ decisions. The @umrohbarengyuk.id account is perceived as providing transparent, responsive, and relevant communication, making it a key reference in users’ information-seeking and service evaluation processes. These findings reinforce E-WOM as a powerful digital marketing communication strategy that not only increases service appeal but also enhances customer trust and purchasing confidence. The study offers practical insights for Umrah service providers in developing personalized, credible digital content and strategies to reach broader audiences effectively.

The increasingly competitive business world demands companies to be able to implement appropriate marketing strategies to improve consumer purchasing decisions. Price and service quality are important factors that influence consumer behavior in determining purchasing choices. PT Era Permata Sejahtera, as a company engaged in general services, has experienced a decline in profits in recent years, which is thought to be related to pricing policies and the quality of service provided to consumers. Therefore, this study aims to analyze the influence of price and service quality on purchasing decisions at PT Era Permata Sejahtera, both partially and simultaneously. This study uses a quantitative approach with a descriptive method. Data were collected through distributing questionnaires to consumers of PT Era Permata Sejahtera, with a purposive sampling technique. Data analysis was carried out using multiple linear regression with the help of SPSS version 26 software, and equipped with validity tests, reliability tests, t-tests, F-tests, and coefficients of determination. The results of the study indicate that partially, price does not significantly influence consumer purchasing decisions, while service quality has a positive and significant influence. Simultaneously, price and service quality significantly influence consumer purchasing decisions.

This study aims to analyze the effect of product innovation, brand image, after-sales service, experiential marketing, and product quality on purchase intention and its impact on purchasing decisions of Toyota Avanza consumers in Semarang City. The research was conducted using a quantitative approach with primary data collected through questionnaires distributed to 120 respondents selected by purposive sampling. Data analysis employed the Structural Equation Modeling (SEM) technique using AMOS 18 software. The results indicate that all five independent variables—product innovation, brand image, after- sales service, experiential marketing, and product quality—have a positive and significant effect on purchase intention. Furthermore, purchase intention significantly affects purchasing decisions. Among the tested variables, product quality and product innovation were found to have the greatest influence on purchase intention, followed by brand image, experiential marketing, and after-sales service. These findings suggest that Toyota’s success in maintaining consumer interest and purchasing decisions largely depends on its ability to provide superior product quality, continuous innovation, and memorable customer experiences. The study contributes to marketing management literature by highlighting the integrated role of innovation and experiential marketing in shaping consumer behavior in the automotive sector.

This study aims to examine the effects of service quality and product quality on customer satisfaction and purchase decisions, as well as the mediating role of customer satisfaction. The population consists of Shopee users in Semarang City (January–May 2025). Using the Lemeshow formula, 97 respondents were selected through purposive sampling. Data were collected using a 5-point Likert questionnaire and analyzed with SEM-AMOS. The findings show that both service quality and product quality significantly increase customer satisfaction. Service quality and product quality have positive but insignificant direct effects on purchase decisions, while customer satisfaction has a significant positive effect on purchase decisions. Customer satisfaction also significantly mediates the influence of service quality and product quality on purchase decisions. These results underline the crucial mediating role of satisfaction in shaping consumer purchasing behavior on digital platforms like Shopee.

This study aims to analyze the factors influencing Wizzmie customer purchasing decision model in Semarang City: shopping experience involvement as a mediating variable. This study is a type of quantitative research with primary data sources in the form of questionnaires. The sampling method in this study uses the Hair formula which obtained 140 research samples. The analyzed data used in this study is the Structural Equation Model (SEM) with Smart PLS 3.0 software. The results of this study state that store atmosphere and shopping experience have a positive and significant effect on purchasing decisions. Conversely, brand image, social media marketing, and service quality do not have a significant direct effect on purchasing decisions. However, shopping experience is proven to be able to mediate the influence of store atmosphere, social media marketing, and service quality on purchasing decisions. Thus, although not all variables have a direct effect on purchasing decisions, some of them can indirectly influence through shopping experience as a mediating variable.

Tuan Muda printing and screen printing business experiences problems related to the fluctuating number of customers, thus indicating unstable purchasing decisions. Therefore, this business implements digital promotions, digital payments and good service quality to improve purchasing decisions. The purpose of this study is to determine the simultaneous and partial effects of digital promotions, digital payments and service quality on purchasing decisions in Tuan Muda printing and screen printing business. The research method is quantitative with primary and secondary data used. Sampling used purposive sampling with a total of 97 customers. Data collection used a questionnaire and data analysis used multiple linear regression. The results showed that digital promotions and service quality had a significant effect on purchasing decisions (P <0.05), while digital payments had an insignificant effect (P>0.05). Furthermore, together digital promotions, digital payments and service quality had an effect on purchasing decisions in Tuan Muda printing and screen printing business with an effect size of 69.1%. Conclusion: Digital promotions, digital payments and service quality had an effect on purchasing decisions in Tuan Muda printing and screen printing business.  

This study aims to determine and analyze the effect of product completeness (X1) and service quality (X2) on purchasing decisions at PT. Sulo Rantepao, North Toraja. This research uses a quantitative approach with a multiple linear regression method. The data were collected through the distribution of questionnaires to 97 respondents. The results of the study indicate that partially, the product completeness variable (X1) does not have a significant effect on purchasing decisions, as shown by a significance value of 0.099 > 0.05 with a t-value of 1.667 > t-table value of 1.661. Meanwhile, the service quality variable (X2) is proven to have a positive and significant effect on purchasing decisions, with a significance value of 0.00 < 0.05 and a t-value of 8.540 > t-table value of 1.661. Simultaneously, product completeness (X1) and service quality (X2) have a significant effect on purchasing decisions (Y), as evidenced by a significance value of 0.00 < 0.05 and an F-value of 77.331 > F-table value of 3.09. The R-squared value of 0.614 indicates that the two independent variables are able to explain 6.14% of the variation in purchasing decisions, while the remaining 38.6% is influenced by other variables outside this study.

Changes in the lifestyles of the younger generation in Padang City have significantly contributed to the growth of the culinary and entertainment sectors, especially in services for birthday celebrations and small banquets presented in aesthetic and personalized packages. In this highly competitive culinary business, a strong branding strategy is essential for building a recognizable brand image and attracting consumers. Improving product quality and quantity, diversifying offerings, and providing a wide variety of products are critical for creating added value and expanding market share. Equally important, effective promotion enables companies to communicate with consumers, influence purchasing decisions, and strengthen brand loyalty. The general equilibrium concept offers a framework to understand how interconnected markets respond to changes in supply, demand, and consumer preferences, highlighting the need for businesses to continuously evaluate and adapt their strategies. This study emphasizes that success in Padang City’s bakery and culinary service industry depends on the integration of branding strategies, ongoing product development, and targeted promotional efforts, ensuring competitiveness, customer satisfaction, and sustainable business growth.

This study aims to analyze the influence of service quality, product quality, price perception, and Word of Mouth on eyeglass purchasing decisions at Optik Anugerah Nganjuk. The background of this study is based on the increasing business competition in the optical sector and the increasing consumer awareness of the value, price, and quality of the products they consume. This study uses a quantitative approach with a survey method. The population in this study were all consumers of Optik Anugerah Nganjuk, with a sample of 88 respondents determined using a specific sampling technique. Data collection was carried out by distributing questionnaires compiled based on a Likert scale. The obtained data were analyzed using multiple linear regression methods to determine the influence of independent variables on the dependent variable. The results of the study indicate that partially service quality, price perception, and Word of Mouth have a significant effect on purchasing decisions, while product quality has no significant effect. However, simultaneously, all four independent variables have a significant effect on purchasing decisions. The findings of this study are expected to be strategic considerations for optical managers in improving service quality and the effectiveness of marketing strategies.

This study aims to analyze the effects of social media marketing, store atmosphere, and service quality on consumers’ purchasing decisions at Titik Tuju Coffee & Roastery in Kediri City. The background of this research is based on the increasing competition in the coffee shop industry, which requires business actors to implement effective marketing strategies, create a comfortable store atmosphere, and provide high-quality services to influence consumers’ purchasing decisions. The research method used is a quantitative approach with data collection conducted through questionnaires. The research sample consisted of 120 respondents who were consumers of Titik Tuju Coffee & Roastery, selected using a simple random sampling technique. The data were analyzed using multiple linear regression analysis with the assistance of SPSS software. The results indicate that, partially, social media marketing, store atmosphere, and service quality have a positive and significant effect on purchasing decisions. In addition, the simultaneous test results show that the three independent variables collectively have a positive and significant effect on consumers’ purchasing decisions. The coefficient of determination indicates that most of the variation in purchasing decisions can be explained by these three variables. This study is expected to provide practical contributions for coffee shop managers in designing appropriate marketing strategies and improving service quality and store atmosphere to encourage consumers’ purchasing decisions.

This study aims to analyze the influence of price, product quality, service quality, and location on consumer purchase decisions at Hisana Fried Chicken Wonokusumo Surabaya Branch. Hisana Fried Chicken is a local fast-food business known for its affordable prices and strategic locations close to residential areas, making marketing factors such as price, product quality, service quality, and location essential determinants of consumer behavior. The main problem addressed in this study is the limited availability of comprehensive research that simultaneously examines these four variables in the context of local fast-food businesses, which have different characteristics from large franchise brands. The study uses a quantitative approach with multiple linear regression analysis, involving 100 respondents who have made prior purchases. All research instruments were tested for validity and reliability, and the model met all classical assumption criteria. The findings reveal that price, product quality, service quality, and location have a significant positive effect both partially and simultaneously on purchase decisions, with price identified as the dominant variable, indicating strong consumer sensitivity to affordability. The research model produced an Adjusted R² value of 0.616, meaning that 61.6% of the variation in purchase decisions can be explained by the four independent variables included in the model. These results reinforce the importance of competitive pricing, consistent product quality, reliable service, and accessible locations in influencing consumer purchasing decisions within the local fast-food industry. Overall, this study provides empirical contributions to marketing literature and offers practical implications for Hisana Fried Chicken in improving its marketing strategies

The decline in sales of UD Swasta Nulus in the 2022–2024 period and the increasing competition in the printing business in Denpasar City are phenomena related to consumer purchasing decisions. This study aims to analyze the influence of product quality, price, and promotion on consumer purchasing decisions of UD Swasta Nulus in Denpasar. This study is associative-causal with a quantitative approach. The study population consisted of 385 active consumers, with a sample of 80 respondents determined using the Slovin formula. Primary data were collected through a questionnaire using a Likert scale and analyzed using multiple linear regression. The results showed that product quality had a positive and significant effect on purchasing decisions. The price variable also had a positive and significant effect on purchasing decisions. In addition, promotion had the most dominant influence on purchasing decisions, with the highest beta value and coefficient compared to other variables. Simultaneously, the three independent variables had a positive and significant effect on consumer purchasing decisions of UD Swasta Nulus. This study enriches the empirical discourse in service marketing management, particularly in the printing sector, by emphasizing the importance of the marketing mix consisting of product quality, price, and promotion in shaping consumer purchasing decisions. Practically, these findings are expected to provide insights for UD Swasta Nulus in formulating more effective marketing strategies, especially through improving print quality, setting competitive prices, and strengthening digital-based promotional strategies to reach wider consumer segments.

This study aims to analyze the simultaneous effect of the variables of facilities, corporate image, price perception, and service quality on the increase in passenger numbers for Citilink Indonesia Airlines at Jenderal Ahmad Yani International Airport Semarang. The air transportation service sector requires a comprehensive understanding of the factors driving customer loyalty and purchasing decisions to maintain the company's competitiveness. The research method used is descriptive quantitative, with data collected from questionnaires distributed to 100 respondents who are passengers of Citilink Indonesia Airlines. Data analysis was performed using multiple linear regression, resulting in the equation Y = 0.214 + 0.205X1 + 0.171X2 + 0.337X3 + 0.144X4 + μ. The study's results show that both partially and simultaneously, facilities, corporate image, price perception, and service quality have a positive and significant effect on the increase in passenger numbers. Price perception was found to be the dominant factor, with the highest regression coefficient, followed by facilities. Managerial implications suggest that airlines and airport operators focus on setting competitive prices and improving facilities to sustain passenger growth.