The The Influence of Service Quality and Price on Purchasing Decisions: Literature Review

Abstract

Business in the 4.0 era has grown fastly and is facing stiff competition. The number of competitors in the same field makes the strategy applied not only to creativity and innovation in products. But also at competitive prices and satisfying services. This study aims to determine the effect of service quality and price on purchasing decisions. The method used is a qualitative research method with a descriptive approach. The data was taken from several related journals. Based on the research results, service quality and price play an important role in purchasing decisions.