Feby Elfira Destafariza, Neni Triana M

The Influence Of Price And Service Quality On The Purchase Decision Of Pilgrims Choosing Pt Haji Mabrur Barokah In Pontianak

Introduction

The influence of price and service quality on the purchase decision of pilgrims choosing pt haji mabrur barokah in pontianak. This study analyzes how price and service quality significantly influence the purchase decisions of pilgrims choosing PT Haji Mabrur Barokah in Pontianak, using quantitative research.

Abstract

This study aims to analyze the influence of price and service quality on the purchase decisions of pilgrims who choose PT Haji Mabrur Barokah in Pontianak. The research method employed is quantitative with an associative approach, where data were collected through questionnaires distributed to 100 respondents. The results indicate that all research instruments are valid and reliable, and the data distribution is normal. The linearity test shows a linear relationship between price and service quality on purchase decisions. The multiple linear regression analysis reveals that both price and service quality have a positive and significant impact on purchase decisions, with regression coefficients of 0.162 for price and 0.480 for service quality. The F-test shows that both variables simultaneously have a significant effect on purchase decisions, while the t-test indicates a significant effect of each variable partially. The coefficient of determination of 39.1% indicates that price and service quality can explain the effect on purchase decisions, while the remaining percentage is influenced by other factors. 

Review

This study effectively investigates the critical factors of price and service quality influencing the purchase decisions of pilgrims selecting PT Haji Mabrur Barokah in Pontianak. The research employs a clear quantitative associative approach, utilizing questionnaires to gather data from 100 respondents, demonstrating a systematic methodology. A significant strength lies in the robust statistical analysis reported, including tests for validity, reliability, normality, and linearity, ensuring the foundational quality of the data. Crucially, the findings confirm that both price and service quality exert a positive and significant impact on pilgrim purchase decisions, with service quality exhibiting a noticeably stronger influence (regression coefficient of 0.480) compared to price (0.162). The F-test and t-test results further underscore the statistical significance of these relationships, both simultaneously and partially. While the study provides valuable insights, there are areas for consideration. The research's focus on a single company in a specific city, while offering depth, inherently limits the generalizability of its findings to the broader pilgrimage sector or other geographic regions. The abstract could also benefit from slightly more detail regarding the specifics of the methodology, such as the sampling technique employed and the instruments used to establish validity and reliability (e.g., specific statistical tests or thresholds). Furthermore, while the R-squared value of 39.1% indicates a significant explanatory power for price and service quality, it also highlights that over 60% of the variance in purchase decisions remains unexplained. This substantial unexplained variance points to the presence of other influential factors not captured within the current model. Overall, this paper offers a solid foundational analysis for PT Haji Mabrur Barokah, providing actionable insights into consumer behavior within their specific market. The clear demonstration of service quality's strong predictive power over price is particularly noteworthy and suggests strategic implications for the company. Future research could build upon this foundation by exploring these 'other factors' that account for the unexplained variance, potentially through qualitative methods or by incorporating additional variables such as reputation, trust, or spiritual motivations. Expanding the study's scope to include multiple pilgrimage operators or different geographical locations would also significantly enhance the generalizability and theoretical contribution of similar future investigations, offering a more comprehensive understanding of pilgrim purchase decisions.

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