The Role of Service In Mediating The Influence of Price on Digital Alliance Purchase Decisions at PT Agres Medan Teknologi
Keywords:
Price, Purchase Decision, ServiceAbstract
This study aims to analyze the effect of price on consumer purchasing decisions, with service quality as an intervening variable, on Digital Alliance products at PT Agres Medan Teknologi. Rapid developments in information and communication technology have changed marketing patterns and consumer behavior, particularly in the computer hardware industry, which is growing rapidly in the gaming and high productivity sectors. PT Agres Medan Teknologi, as a distributor of Digital Alliance products in Medan, faces challenges in maintaining and increasing consumer purchasing decisions despite competitive product prices and reliable performance. This study uses a quantitative approach with primary data collection through a survey of 180 consumers. The results of the analysis show that price has a significant effect on purchasing decisions, both directly and through service quality, which functions as a mediating variable. This study also found that good service quality can strengthen the influence of price on purchasing decisions. Based on these findings, it is recommended that PT Agres Medan Teknologi better tailor its products to consumer needs and improve service quality to maximize purchasing decisions. This study provides important insights for companies in designing more effective marketing strategies, with a focus on competitive pricing and optimal service.
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