ENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Kakkoii Resto All you can eat Japanese BBQ and Shabu-shabu di Kota Malang)

ABSTRACT
This research aims to: (1) determine the influence of service quality on purchasing decisions. (2) knowing the effect of price on purchasing decisions. (3) find out which service quality and price have the most dominant influence on purchasing decisions. This research uses quantitative methods with a descriptive approach. The analytical method used is multiple linear regression with SPSS 26 tools. The population in this research is consumers of Kakkoii Resto All you can eat Japanese BBQ and Shabu-shabu in Malang City. This research used 140 respondents with an Accidental Sampling approach. From this research, the results obtained were (1) that service quality has a significant positive effect on purchasing decisions. (2) price has a significant positive effect on purchasing decisions (3) service quality has the most dominant influence on purchasing decisions