The Effect of Service Quality, Price, and Promotion on Purchase Decisions for UBE Jewellery Rings in Pontianak
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8321Keywords:
Service Quality, Price, Promotion, Purchase DecisionAbstract
This study aimed to analyse the effects of Service Quality, Price, and Promotion on Purchase Decisions for UBE Jewellery rings in Pontianak, both partially and simultaneously. The study employed a quantitative approach with an associative research design. The population comprised consumers who had previously purchased UBE Jewellery rings, with a sample of 150 respondents selected through purposive sampling. Data were collected through observation, interviews, questionnaires, and documentation of secondary data. The simultaneous test results show that Service Quality, Price, and Promotion have a significant effect on Purchase Decision. Service Quality has a positive and significant effect on Purchase Decision. Price has a positive and significant effect on Purchase Decision. Promotion has a positive and significant effect on Purchase Decision. An R-squared value of 0.635 indicates that the model explains 63.5% of the variation in Purchase Decision. However, this study is limited to 150 respondents from a single business object and examines only three independent variables, which may limit the broader generalisability of the findings. These findings extend the empirical evidence on purchase decisions in custom-made ring businesses and may serve as a basis for UBE Jewellery Pontianak in managing its service, pricing, and promotional activities.
Downloads
References
Adipramita, V., & Cempena, I. B. (2019). Pengaruh kualitas pelayanan, persepsi harga, dan lokasi terhadap keputusan pembelian di Toko Perhiasan Emas Lancar Jaya Sekaran, Lamongan. JEM17: Jurnal Ekonomi Manajemen, 4(1), 80–90. https://doi.org/10.30996/jem17.v4i1.2916
Aulia, A., & Archie, A. (2024). The effect of promotion and price on consumer decisions in buying Apple products at the Royal Store in Pontianak City. Journal Dimensie Management and Public Sector, 5(3), 39–51. https://doi.org/10.48173/jdmps.v5i3.277
Chandra, T., Chandra, S., & Hafni, L. (2020). Service quality, consumer satisfaction, dan consumer loyalty: Tinjauan teoritis. CV IRDH.
Djafar, N., Yantu, I., Sudirman, S., Hinelo, R., & Hasiru, R. (2023). Pengaruh kualitas pelayanan terhadap keputusan pembelian. Journal of Economic and Business Education, 1(2), 78–82. https://doi.org/10.37479/jebe.v1i2.18046
Fakhrudin, A., Roellyanti, M. V., & Awan. (2022). Bauran pemasaran. Deepublish.
Ilhami, M. D., & Sari, L. D. (2024). The influence of store atmosphere and service quality on consumer purchasing decisions at Allbaik Chicken Sawah Lebar Bengkulu City. Jurnal Bisnis Strategi, 33(2), 94–99. https://doi.org/10.14710/jbs.33.2.94-99
Indrasari, M. (2019). Pemasaran dan kepuasan pelanggan. Unitomo Press.
Mudin, A. A., & Damayanti, S. (2023). Pengaruh kualitas pelayanan dan promosi terhadap keputusan pembelian pada Toko Emas Cahaya Baru Pagu. Prosiding Simposium Nasional Manajemen dan Bisnis, 2, 250–258. https://doi.org/10.29407/3w9def95
Mulyadi, A. D. S., & Nurhasanah, S. (2024). Analisis pengaruh promosi, live streamers, dan tekanan waktu terhadap keputusan pembelian pada fitur Shopee Live. Jurnal Ilmu Manajemen, 12(2), 274–283. https://doi.org/10.26740/jim.v12n2.p274-283
Ningrum, Puri, L. M., & Ratnasari, E. (2023). Pengaruh promosi terhadap keputusan pembelian pakaian pada Toko Qolsa Metro tahun 2022. Journal of Student Research, 1(1), 394–403. https://doi.org/10.55606/jsr.v1i1.1067
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Piyoh, D. D. (2024). Pengaruh harga terhadap keputusan pembelian. Jurnal Ilmiah Edunomika, 8(1). https://doi.org/10.29040/jie.v8i1.11945
PT Aneka Tambang Tbk. (2022). Laporan tahunan 2022: Striving for excellence and go beyond. https://www.antam.com/en/company-report/annual-report
PT Aneka Tambang Tbk. (2023). Laporan tahunan 2023: Strengthening business fundamental to become a leading global corporation. https://www.antam.com/en/company-report/annual-report
PT Aneka Tambang Tbk. (2024). Laporan tahunan 2024: Synergistic partnerships for impactful sustainability. https://www.antam.com/en/company-report/annual-report
PT Aneka Tambang Tbk. (2025). Laporan tahunan 2025: Stronger growth—Pertumbuhan yang tangguh. https://www.antam.com/en/company-report/annual-report
Sahir, S. H. (2021). Metodologi penelitian. Penerbit KBM Indonesia.
Savitri, D., & Fikriyah, K. (2024). Pengaruh influencer dan harga terhadap keputusan pembelian konsumen pada produk pasmina di Indonesia. Jurnal Ekonomika dan Bisnis Islam, 7(2), 64–74. https://doi.org/10.26740/jekobi.v7n2.p64-74
Setiawan, M. S., Sulasari, A., & Samboro, J. (2025). Pengaruh kualitas pelayanan dan keberagaman produk terhadap loyalitas pelanggan di Toko Emas Berkah Arifin 2 Kota Blitar. Jurnal Ilmu Sosial dan Humaniora, 1(3), 1310–1326. https://doi.org/10.63822/ms4nf089
Siregar, N. (2020). Analysis of discriminant model on marketing mix against the decision of buying traditional weaving handicraft products of Karo District. International Journal of Research and Review, 7(6), 192–201. https://www.ijrrjournal.com/IJRR_Vol.7_Issue.6_June2020/Abstract_IJRR0027.html
Siregar, S. (2017). Metode penelitian kuantitatif: Dilengkapi dengan perbandingan perhitungan manual dan SPSS. Kencana.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D (2nd ed.). Alfabeta.
Uluwiyah, A. N. (2022). Strategi bauran promosi (promotional mix) dalam meningkatkan kepercayaan masyarakat. Multi Pustaka Utama.
Utomo, S. B., Harahap, M., Sukoco, H., Anggraini, D., Sulkaisi, N., Patimang, A., Pandowo, A., Rahmaddian, T., Papilaya, F., & Ulma, R. O. (2024). Manajemen pemasaran. HEI Publishing Indonesia.
Wulandari, A., & Mulyanto, H. (2024). Keputusan pembelian konsumen. PT Kimshafi Alung Cipta.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Resti Wulandari, Ananda Archie
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
