Customer's Purchase Decision in Alfamaret Tataaran II Minahasa

Abstract

This study aims to determine the partial effect of service quality and price perceptions on customer buying decisions; and the simultaneous influence of service quality and price perception on customer buying decisions at Alfamart Tataaran II Minahasa. This research applied a quantitative approach with a survey method. The population comprised consumers who have made purchases at Alfamart Tataaran II Minahasa. The research sample consisted of 150 respondents selected by accidental sampling. The data were collected through questionnaires and analyzed by multiple regression. The findings reveal a significant effect of service quality on customer buying decisions, a positive and significant influence on price perceptions on customer buying decisions, and a collective positive influence and significant service quality and price perceptions on customer decisions.

Exploring Health Consumer Behavior During Covid-19: A Bibliometric Analysis

“…Once those three factors can determine individual's intention to conduct certain behavior in terms of consumption, then it can influence consumers to purchase or use particular goods and services. This is also supported by Manongko, Indawati, Oroh, and Kaparang (2021) who found that consumer behavior determines the decision-making process in purchasing for each same consumer. However, several studies during the COVID-19 pandemic used TPB as a framework to analyze consumer behavior.…”

The Role of Emotions in Consumer Brand Loyalty: A Neuromarketing Approach

“…The notion of consumer decision-making process is a problem solving approach to human activities to purchase goods or service which fulfill their needs (Manongko et al, 2021). The theoretical models, such as the Consumer Decision-Making Process (Engel et al, 1990) and the Emotional Decision-Making Model (Isen, 2001), underscore the influential role of emotions at various stages of the decision-making journey.…”