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

Abstract

This study aims to assess and analyze the impact ofservice 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.