The Effect of Service Quality and Price Perception on Purchase Decisions in Yomart Spring Garden, Bandung Regency

Abstract

Competition in the Indonesian retail industry is becoming increasingly intense, with Alfamart and Indomaret dominating the market while Yomart continues to face declining market share. This study investigates the effect of service quality and price perception on purchase decisions at Yomart Spring Garden, Bandung Regency. A quantitative associative method was employed using questionnaires distributed to 100 customers. Data were analyzed using multiple linear regression to test both partial and simultaneous influences. The results show that service quality has a positive but insignificant effect on purchase decisions, while price perception has a positive and significant effect. Simultaneously, both service quality and price perception significantly influence purchase decisions, although the contribution of the two variables is relatively small. These findings highlight that transparent and competitive pricing plays a more dominant role than service quality in shaping consumer purchase decisions in the retail minimarket sector.