Influence of Price, Brand Image, and Service Quality to Purchasing Decisions for Fatul Paper Bag UMKM Products, Tarik Sidoarjo District

Poor service. This must be an issue that greatly affects customer purchasing decisions. The service skills are considered lacking and are not in a position to provide good service. Many employees still underestimate the importance of service. The purpose of this study is to find out more about the effect of price, brand reputation, and service quality on buyer decisions for Fatul Paper MSMEs in Tarik Sidoarjo District. This study uses a quantitative approach. A purposive sampling technique, which means collecting a basic sample based on certain requirements, was used in the sampling method. Primary data obtained through distributing questionnaires to one hundred people is considered as a type of data. The results of this study indicate that Price, Brand Image, Service Quality have a positive and significant effect on Purchasing Decisions for Fatul Paper UMKM Products in Tarik Sidoarjo.