The Effect of Service Quality and Price on Consumer Purchasing Decisions at Alfamart Lebak Picung Branch Rangkasbitung

The aim of this research is to examine the impact of service quality and price on consumer purchasing decisions at Alfamart Lebak Picung Rangkasbitung Branch, both individually and jointly. The study applies a descriptive associative quantitative approach. Using the Slovin formula, a sample of 100 respondents was selected. Data were collected through observation and questionnaires, while the analysis involved validity and reliability tests, classical assumption tests, regression analysis, correlation coefficient analysis, coefficient of determination, and hypothesis testing. The findings indicate that service quality and price significantly influence purchasing decisions, as reflected in the regression equation Y = 3.965 + 0.299X1 + 0.620X2. The correlation coefficient of 0.728 suggests a strong relationship between the independent and dependent variables. The coefficient of determination shows that 52.9% of the variation in purchasing decisions is explained by service quality and price, while the remaining 47.1% is attributed to other factors. Hypothesis testing results confirm that F count exceeds F table (10.300 > 3.09).