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This research examines how price and service quality affect MSME product purchases and how service quality influences price in the MSME product purchasing process in Indonesia. For this study, 96 MSME clients in Indonesia chosen by simple random sampling were given online questionnaires as part of a quantitative research project that used an online survey methodology with Google Forms. A five-point Likert scale was used to create the online survey, which was shared on social media. Using data processing tools and SmartPLS version 3.0 software, data analysis is done using Structural Equation Modeling of Partial Least Squares (SEM-PLS).The study's conclusions show that service quality has a substantial and positive influence and can act as a mediating factor for the indirect effect of pricing on decisions to buy (p 0.36), and an acceptable SRMR (0.087 < 0.10).
Indrawati et al. (Mon,) studied this question.