THE EFFECT OF PRICING STRATEGY AND SERVICE QUALITY ON PURCHASE DECISIONS AT ALDI MOTOR AUTOSERVICE

Nuris Sanida; Indra Kurniawan

doi:10.29303/distribusi.v14i1.678

Penulis

Nuris Sanida Universitas Bandar Lampung
Indra Kurniawan University of Bandar Lampung

DOI:

https://doi.org/10.29303/distribusi.v14i1.678

Kata Kunci:

Automotive Services, Motorcycle Repair Shops, Pricing Strategy, Purchasing Decisions, Service Quality

Abstrak

The purpose of this study is to determine the effect of pricing strategy and service quality on purchasing decisions at Aldi Autoservice Motorcycle Workshop. The population in this study consisted of all consumers who made transactions at Aldi Motor Autoservice Workshop in 2024, totaling 3,135 customers. The sample used in this study consisted of 97 respondents. This research used a quantitative research method. Based on quantitative analysis using a statistical approach, the multiple linear regression equation obtained was Y = 1.173 + 0.043X1 + 0.916X2 + e. The results of the t-test show that the pricing strategy variable has no effect and is not significant on purchasing decisions at Aldi Motor Autoservice Workshop. Meanwhile, the service quality variable has a significant effect on purchasing decisions at Aldi Motor Autoservice Workshop. Simultaneously, pricing strategy and service quality have a significant effect on purchasing decisions at Aldi Motor Autoservice Workshop. Based on the coefficient of determination analysis, pricing strategy and service quality influence purchasing decisions by 85.5%.

Unduhan

Data unduhan belum tersedia.

Referensi

Amellia, M., Ali Alam, I., & Sanida, N. (2024). Pengaruh Online Customer Review dan Brand Image terhadap Purchase Decision Produk Scarlett Whitening di Tiktok Shop (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Program Studi Manajemen). In Jurnal Bisnis Darmajaya (Vol. 10, Number 2).

Boangmanalu, S., & Indrawati, I. (2025). The effect of marketing mix on purchasing decisions modified with variables of education level and monthly allowance (Study on By.U products). Journal of Digital Business and Marketing (JDBM), 1(1), 1–13. https://doi.org/10.35912/jdbm.v1i1.3312

Creswell, J. W. (2022). Research Design Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). Sage Publications.

Djafar, N., Yantu, I., Sudirman, S., Hinelo, R., & Hasiru, R. (2023). Pengaruh Kualitas Pelayanan Terhadap Keputusan Pembeliandi CV. Mufidah Kota Gorontalo. JEBE: JOURNAL of ECONOMIC and BUSINESS EDUCATION.

Fahmi Muhamad, N., Mahmud, M., Hafid, R., Ilato, R., Bahsoan, A., & Sudirman, S. (2023). Pengaruh Penetapan Harga Promo Terhadap Keputusan Pembelian di Outlet Indomaret. Cetak. https://ejurnal.ung.ac.id/index.php/JEBE/index

Fasha, A., Indriyani, M. P., & Nurjanah, L. (2025). The Influence of Social Media Influencers on Purchase Intentions for Halal Cosmetic Products in Batam. Jurnal Akuntansi, Keuangan, Dan Manajemen, 7(1), 65–81. https://doi.org/10.35912/jakman.v7i1.4872

Handryani, V., & Tj, W. (2026). The Effect of Digital Marketing and Sales Promotions on Consumer Purchasing Decisions Mediated by Brand Awareness. Journal of Digital Business and Marketing (JDBM), 2(1), 1–20. https://doi.org/10.35912/jdbm.v2i1.3823

Hasudungan, R. T., Khalid, J., & Gultom, M. (2026). Consumer Loyalty: Influence of Servicescape, Service Quality, and Lifestyle through Consumer Satisfaction. 5(3), 1–13. https://doi.org/10.35912/sakman.v5i3.4522

Irwansyah, R., Listya, K., Setiorini, A., Hanika, I. M., Hasan, M., Rahayu, D. W. S., Butarbutar, M., Nupus, H., Hasbi, I., Elvera, & Triwardhani, D. (2021). Perilaku Konsumen. Penerbit Widina.

JUFTIA, T. T., & FADLI, M. (2024). PENGARUH DIGITAL MARKETING DAN PENETAPAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO BUKU ZANAFA PEKANBARU. Jurnal Daya Saing.

Kotler, Philip., & Keller, K. Lane. (2012). Marketing management. Prentice Hall.

Laia, N., Duha, T., & Gohae, A. (2021). Pengaruh Strategi Penetapan Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Di UD. Yoseph Lahusa Kabupaten Nias Selatan. Pareto: Jurnal Riset Manajemen Dan Bisnis.

Likty, M. T., & Singagerda, F. S. (2025). Faktor Customer Review dan E-Service Quality terhadap Keputusan Pembelian Shopee. Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(2), 497–508. https://doi.org/10.35912/jakman.v6i2.3981

Mattekawang, A. D., & Kurniawati, O. (2023). PENGARUH PENETAPAN HARGA, KUALITAS PRODUK, KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA PT. GOLDEN TEKNIK SIDOARJO. Media Mahardika.

Mismiwati. (2024). DASAR DASAR MANAJEMEN PEMASARAN. PT. Literasi Nusantara Abadi Grup. www.penerbitlitnus.co.id

Nugraha, Y. S. (2025). The Role of Cost Structure in Decision Making: A Systematic Literature Review. Jurnal Akuntansi, Keuangan, Dan Manajemen, 7(1), 149–165. https://doi.org/10.35912/jakman.v7i1.4986

Pahmi, Tasrim, Astri Jayanti, Satria Lintang Rachmadana, Andi Irfan, & Andi Alim. (2023). MARKETING MIX IMPROVES CONSUMER PURCHASE DECISIONS. Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo, 9(2).

Parasuraman, A. P., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing.

Patmala, H. S., & Fatihah, D. C. (2021). PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI UKM MART KARTIKA WIDYA UTAMA. JIMEA:Jurnal Ilmiah MEA (Manajemen. Ekonomi, Dan Akuntansi), 5(3), 2021.

Pratama, D. N., & Suryandani, W. (2023). Analisis Citra Merek, Kualitas Produk, dan Penetapan Harga Terhadap Keputusan Pembelian Onik Kopi Store di Rembang Kota. Jurnal Manajemen STIE Muhammadiyah Palopo, 9(2).

Putra, R. (2021). DETERMINASI KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN TERHADAP KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA (LITERATURE REVIEW MANAJEMEN PEMASARAN). JEMSI: Jurnal Ekonomi Manajemen Sistem Informasi, 2(4). https://doi.org/10.31933/jemsi.v2i4

Putri, N. N., Sisdianto, E., & Susanti, Y. (2025). Analisis Keputusan Konsumen: Kesadaran Merek, Kualitas Produk, dan Strategi Penetapan Harga Bisnis Syariah. Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(4), 1045–1064. https://doi.org/10.35912/jakman.v6i4.4788

Rokhim, A., & Fuady, M. (2025). PENGARUH PENETAPAN HARGA, BRAND IMAGE, KUALITAS PELAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA JASA EKSPEDISI JNE CABANG BANTUL. Urnal Magisma, XIII. www.topbrand-award.com,

Saragih, L., Banjamahor, A. R., Anggraini, N., Sudarso, A., Muliatie, Y. E., Lie, D., Purnomo, Y. J., Purba, B., Sudarmanto, E., Kuswandi, S., & Prasetio, A. (2022). Strategi Manajemen Pemasaran. Yayasan Kita Menulis.

Siregar, I. N. L., Ravenska, N., Fitriani, L., & Tindaon, S. S. (2025). Peran Kualitas Layanan dan Harapan Pelanggan terhadap Kepuasan melalui Nilai yang Dirasakan. Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(4), 1137–1152. https://doi.org/10.35912/jakman.v6i4.4898

Suci Ramdhani, R. (2020). THE EFFECT OF SERVICE QUALITY AND MARKETING MIX ON CUSTOMER SATISFACTION AND LOYALTY IN GRAB APPLICATION SERVICE USERS IN MAKASSAR.

Sugiyono. (2021). Research Methods. Quantitative, Qualitative and R and D (2nd ed.). Bandung Alfabeta.

Trimalika, H., & Iftikad, I. (2023). Analisis Strategi Penetapan Harga, Kualitas Produk dan Digital Marketing terhadap Keputusan Pembelian di UD Ragil Diesel Kepanjen. Journal Islamic Busimess and Enterpreneurship. https://doi.org/10.33379/jibe

Wahyudi, R., & Tahwin, M. (2024). STUDI KASUS PADA KONSUMEN PRODUK MIE INSTAN INDOMIE DI KARANG JAHE BEACH REMBANG. Journal of Economic, Business and Engineering (JEBE), 5(2).

William, M., Alam, I. A., & Sanida, N. (2025). Pengaruh Kualitas Produk Dan Gaya Hidup Terhadap Keputusan Pembelian Iphone di Bandar Lampung. EKONOMIKA45: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan.