Pengaruh Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian Konsumen pada Rencong Kufi Medan

This study examines the partial and simultaneous effects of price and service quality on consumer purchasing decisions at Rencong Kufi, Medan Mega Trade Centre (MMTC). A quantitative approach was employed using primary data collected through Likert-scale questionnaires distributed to 56 respondents selected by simple random sampling, of whom 55 provided valid cases for analysis. Multiple linear regression, t-tests, and an F-test were conducted using SPSS version 16. The findings reveal that price has a negative regression coefficient of −0.107, with a t-value of −1.069 and a significance level of 0.290, indicating no statistically significant partial effect on purchasing decisions. Conversely, service quality has a positive coefficient of 0.416, a t-value of 3.164, and a significance level of 0.003, indicating a significant positive effect. The simultaneous test confirms a statistically significant relationship between price, service quality, and purchasing decisions (F = 5.753; p = 0.006). The coefficient of determination indicates that the model explains 18.1% of variation in purchasing decisions, while the remaining variation relates to factors outside the model. Service quality emerges as the more influential predictor, suggesting that Rencong Kufi should prioritize consistent customer service and review pricing against consumer purchasing power. However, the limited internal consistency of the research instrument warrants caution when interpreting these results and applying them beyond the studied setting. Further studies should consider determinants of purchasing behavior and strengthen questionnaire reliability before drawing conclusions.