Pengaruh Kualitas Pelayanan dan Harga Terhadap Keputusan Pmbelian Ramy Parfum Refill di Kota Lumajang

Abstract

Competition in the perfume refill business is currently increasing with various types  perfume available and relatively affordable prices. An attractive appearance is supported by the presence of a fragrant body odor so that the use of perfume is needed to increase self-confidence in carrying out outdoor activities. Therefore, perfume refills are in great demand among teenagers and the elderly. The objective of this study was to determine the impact of service quality and price on decisions regarding purchasing. of ramy parfum refills in Lumajang City. The method used in this research is quantitative. While data collection was obtained by distributing questionnaires with the study population being customers who purchased ramy parfum refills in Lumajang City using the purposive sampling method so that the sample used was 62 respondents. Hypothesis testing is done by doing partial testing or t test. The results of this study include: 1) Good quality of service regarding the claims of Lumajang City regarding the purchase of refill ramyparum. 2) The purchase price of hemp refill perfume in Lumajang City is not expensive. Determined by Coefficient Value (R2) that service quality (X¹) and price (X²) are able to influence purchasing decisions (Y) is 64.3% while the remaining 35.7% is not examined in this study such as product variables, brand image and promotion.