The Impact of Tire Price and Service Quality to Improve Car Tire Purchasing Decisions

Abstract

The movement of transportation at this time is very advanced transportation that is often used by humans to facilitate their work is car transportation, with the rapid growth of cars encouraging the development of car tire businesses with quite fierce competition. One of them is a car tire business in Cirebon. This study uses quantitative methods with questionnaire tools. The population of this study were consumers who replaced car tires in Cirebon. The sample of this study amounted to 200 respondents with the sampling technique using purposive sampling. Data analysis techniques using SEM-PLS. The results showed that service quality has a significant impact on tire purchasing decisions compared to tire prices, this is because consumers feel more comfortable if store services communicate clearly and are easily understood by consumers.