THE EFFECT OF PRICE, SERVICE QUALITY, AND SECURITY ON CONSUMER PURCHASING DECISIONS FOR KAI LOGISTIK EXPRESS

This quantitative research aims to analyze the effect of price, service quality, and security on consumer purchasing decisions for KAI Logistik Express in DKI Jakarta. The Cochran sampling technique was used to collect data through an online questionnaire using a Likert scale of 1-5. The sample was 100 respondents, the consumers of KAI Logistik Express in DKI Jakarta. The analysis technique used is SEM-PLS with SmartPLS 4.0 software. The test results show that (1) price does not have a significant effect on KAI Logistik Express consumer purchasing decisions, (2) service quality has a significant effect on KAI Logistik Express consumer purchasing decisions, (3) security has a significant effect on KAI Logistik Express consumer purchasing decisions, and (4) price, service quality, and security have a significant joint effect on KAI Logistik Express consumer purchasing decisions.