The Impact of Product Quality, Service Quality and Price On Purchasing Decisions Of Processed Marine Products, Otak-Otak Sei Enam Bintan Regency Indonesia

Faculty of Maritime Economics and Business, Universitas Maritim Raja Ali Haji, Indonesia

^* Corresponding author: bungaparamita1@umrah.ac.id

Abstract

Product quality refers to a product’s physical characteristics as well as its nature and capacity for use. The degree of evaluation of an activity given by one party to another for the provision of goods or services is known as service quality. Price is a product or service’s exchange rate. When a buyer decides to buy a product, they examine a number of factors before making the purchase. This is known as purchasing behavior. Using a case study on Bu Yana’s otak-otak Sei Enam, this study seeks to ascertain the impact of pricing, product quality, and service quality on purchase decisions for Bintan Regency. In this work, quantitative research methodologies are employed. The individuals in Tanjungpinang City and Bintan Regency comprised the study’s population. The folks who had eaten Bu Yana’s otak-otak in Tanjungpinang City, Bintan Regency, served as the study’s sample. Research of this kind is quantitative in nature. The questionnaires provide the study’s main source of data. The findings indicated that, in part, neither price nor service quality had a significant impact on the decision to buy tcount > ttable (1,950 > 1.66088) with a significant value of 0.054 > 0.05, nor did they have a significant effect on tcount < ttable (1.449 < 1.66088) with a significant value of 0.151 > 0.05. Concurrently, the decision to buy is significantly influenced by the quality of the goods, the price, and the service, with Fcount > Ftable (22,329 > 2,699) and a sig value less than 0.05 (0.000 < 0.05).