Pengaruh Kualitas Layanan dan Harga terhadap Keputusan Pembelian Alat Pelindung Diri (APD) di Market Place Shopee (Studi Kasus pada Pengadaan Alat Pelindung Diri (APD) di PT Perkebunan Nusantara IV)

Abstract

This study aims to analyze the effect of service quality and price on purchasing decisions for personal protective equipment (PPE) in the Shopee Market Place (Case study on the tender for procurement of personal protective equipment at PT Perkebunan Nusantara IV. The method used in this study is quantitative with an associative approach. The population in this study were vendors in the company PTPN 4 Regional 1 who work in the provision of Personal Protective Equipment in the company. The number of samples in this study was 75 respondents with sample measurements using the Ferdinand formula. The data analysis techniques used were descriptive analysis and multiple linear analysis. The results of this study indicate that service quality and price do not have a significant effect on purchasing decisions, which indicates in this study that purchasing decisions in the context of BUMN are more influenced by formal mechanisms that are not merely ordinary commercial considerations such as price and service.