THE INFLUENCE OF SERVICE QUALITY, PRICE AND LOCATION ON CONSUMER PURCHASING DECISIONS ON CAPTAIN SERVICES FIELD BARBERSHOP

Authors

  • Justine Hubert unpri
  • Mas Intan Purba
  • Yeslin Anatasya kho
  • Nurul Wardani Lubis Universitas Prima Indonesia

Abstract

ABSTRACT

This study aims to assess and analyze the impact of service quality, price, and location on consumer purchasing decisions at Captain Barbershop in Medan. The study population consists of all customers who use Captain Barbershop services throughout 2022, with a total population of 9,574 people. Given the large population, the sample was determined using the Slovin formula with an error rate of 10%, so that 99 samples were obtained. The sampling technique used is accidental sampling, where respondents are randomly selected. The results showed that service quality has a positive and significant effect on purchasing decisions at Captain Barbershop Medan. Conversely, price has a negative and significant effect on purchasing decisions. Location also shows a positive and significant influence on purchasing decisions. Overall, service quality, price, and location together have a significant influence on purchasing decisions at Captain Barbershop Medan.

 

Keywords: Service Quality, Price, Location, Purchase Decision

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Published

2025-02-20

How to Cite

Justine Hubert, Mas Intan Purba, Yeslin Anatasya kho, & Lubis, N. W. . (2025). THE INFLUENCE OF SERVICE QUALITY, PRICE AND LOCATION ON CONSUMER PURCHASING DECISIONS ON CAPTAIN SERVICES FIELD BARBERSHOP. PUBLISH BUKU UNPRI PRESS ISBN, 1(1). Retrieved from https://jurnal.unprimdn.ac.id/index.php/ISBN/article/view/6457

Issue

Vol. 1 No. 1 (2024): International Conference on Economics, Business, Management, and Accounting (ICEBesMA)

Section

Articles