The Effect of Product Quality and Islamic Service Quality on Purchase Decisions at Kebab Baba Rafi with Price as a Moderator Variable

Abstrak

Thesis entitled "The Effect of Product Quality and Islamic Service Quality on Purchasing Decisions of Kebab Baba Rafi with Price as a Moderator Variable". The purpose of the study is to test the effect of product quality and Islamic service quality on purchasing decisions, in addition to determining the role of price as a moderator variable that influences the relationship. This research uses a quantitative approach, the type of primary data is obtained through a Likert scale questionnaire 1-5 distributed to Kebab Baba Rafi consumers in Surabaya. The total sample of this research is 385 respondents who have made purchasing decisions at Kebab Baba Rafi Surabaya. The data analysis technique is multiple regression to test the direct effect and moderation regression to test the direct effect using MRA. The software used is IBM SPSS 26. The results of the study indicate that product quality has a significant effect on purchasing decisions, as well as Islamic service quality which also has a significant effect on purchasing decisions. Price is proven to moderate the effect of product quality on purchasing decisions, but does not moderate the effect of Islamic service quality on purchasing decisions. These findings contribute to the development of Kebab Baba Rafi's marketing strategy by considering product quality, Islamic service quality, and appropriate pricing strategies to increase consumer purchasing decisions.