Determination of Purchase Decision: Place, Price and Service Quality (Literature Review)

: Literature Review Article Determination of Purchase Decision: Place, Price and Service Quality is a scientific article that aims to build a research hypothesis on the influence of variables that will be used in further research. This article is within the scope of Marketing Management. The method of writing this Literature Review article is the library research method, which is sourced from online media such as Google Scholar, Mendeley and other academic online media. The results of this Literature Review article are that: 1) Place influences the Purchase Decision; 2) Price affects the Purchase Decision; and 3) Service Quality has an effect on Purchase Decision. Apart from these 3 exogenous variables that affect the endogenous variables of Purchasing Decisions, there are still many other factors including Product Quality, Product Design and Consumer Needs variables.


INTRODUCTION
In determining the purchase decision, there are still buyers who consider various factors such as price mismatch with the money they have. In addition, the price of the product offered is inversely proportional to the quality of the product provided. Problems that are often encountered are purchasing products offered through the marketplace. Where the price given is quite high but there are buyers who are hesitant to make a purchase decision because the reviews given by consumers do not match the price given. Then the place becomes something that determines consumers in making purchasing decisions, where problems arise when the place given is uncomfortable or does not meet the indicators of the place itself such as: Temperature, Lighting, Layout and Parking. Many business people only think about marketing their products without looking at the space provided, so consumers are not interested because of the hot air temperature, messy places and narrow parking spaces. Then

Price
Price is an element of the marketing mix in generating revenue, other elements generate costs (Kotler & Keller, 2009). Price is an element of the marketing mix that provides income or income for organizations or companies (Tjiptono, F., 2008). Price is a burden or value for consumers, which is obtained by obtaining or using a product, including the financial costs of the purchase (Assauri, 2012). Price indicators include: 1) Affordable prices; 2) Alignment of price with quality; and 3) Price competitiveness (Kotler & Armstrong, 2012).

Service Quality
Service quality is a form of consumer assessment of the level of service received with the level of service expected. If the service received or perceived is as expected, then the service quality is perceived as good and satisfactory (Kotler, 2019). Service Quality is a measure of how well the level of service provided and able to reach customer expectations (Fandy, T., 2017). Service Quality indicators according to Kotler in Arni Purwanti and Rahma Wahdiniwaty (2017:65) are: empathy, reliability, responsiveness, assurances, and tangibles.

RESEARCH METHODS
In this study, researchers used descriptive qualitative methods and library research. By reviewing based on previous research that is influential or relevant to this research. Researchers collected data sourced from the Google Scholar application and used Mendeley as a bibliography reference. Qualitative research articles must use consistent methodological assumptions, so as not to raise questions by the reader. One of the reasons for conducting this research is that it is exploratory (Ali, H., & Limakrisna, 2013).

DISCUSSION
Based on the literature review that is relevant to previous research, the discussion in this literature review article is as follows:

The Effect of Place on Purchase Decision
If the place is implemented properly and has criteria in accordance with the indicators, namely: Access, visibility and traffic, then the place will greatly influence purchasing decisions. Place is a means used by sellers, business actors, organizations or companies in introducing their products and placing their employees in that place. A place that is easily visible and easily accessible will be a factor that influences purchasing decisions regardless of the product and the quality of the products they sell. Besides that, a place that is comfortable and has a good and attractive design is another factor that makes consumers make purchasing decisions.
Place affects purchasing decisions, this is in line with research conducted by: (Masruri et al., 2021)

The Effect of Price on Purchase Decision
If the price can be implemented and applied in accordance with the indicators, namely: Affordable prices, price alignment with quality and price competitiveness, then prices will affect purchasing decisions. Price is the main benchmark for some consumers in buying a product. A product with the best quality will certainly have a more expensive price than a product that has ordinary quality. However, there are consumers who choose products with ordinary quality but have low prices, because high prices are considered unreasonable for these goods.

The Effect of Service Quality on Purchase Decision
If the quality of service can be implemented and carried out properly, in accordance with the indicators, namely: empathy, reliability, responsiveness, assurance, and tangibles, then the quality of service provided will affect purchasing decisions. One form of quality service is to serve consumers well according to their needs. Then the form of good service is by speaking friendly, polite and clear to consumers. In addition, respect or praise whatever decisions consumers make in buying and choosing products. This attitude becomes an added value that will have an impact on consumer purchasing decisions, because consumers feel valued and served well.

CONCLUSION AND RECOMMENDATION Conclusion
Based on the theory, relevant articles and discussions, hypotheses can be formulated for further research: