Effect of Price Perception and Service Quality on on Purchase Decisions

: The Literature Review article on the Effect of Price Perception and Service Quality on Purchase Decisions is a scientific article that aims to build a research hypothesis on the influence between variables that will be used in further research, 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) Price Perception has an effect on Purchase Decisions; and 2) Service Quality has an effect on Purchase Decisions. Apart from these 2 exogenous variables that affect the endogenous variable of Purchase Decision, there are still many other factors including Price, Product Quality and Place variables.

Based on the background of the problem above, the researcher determines the formulation of the problem as follows: 1. Does Price Perception affect Purchase Decision ? 2. Does Service Quality affect Purchase Decision ?

LITERATURE REVIEW Purchase Decisions
Purchase Decision is a decision on a buyer that can be influenced by financial conditions, technology, politics, price, location and also the promotions carried out. So that it forms an attitude in consumers to process all information and make decisions in the form of

RESEARCH METHODS
The method of writing scientific articles is the qualitative method and literature review (Library Research). Assessing theory and the relationship or influence between variables from books and journals both offline in the library and online sourced from Mendeley, Google Scholar and other online media. In qualitative research, literature review must be used consistently with methodological assumptions. This means that it must be used inductively so that it does not direct the questions posed by the researcher. One of the main reasons for conducting qualitative research is that the research is exploratory, (Ali & Limakrisna, 2013). In the next stage, it will be discussed in depth in the section entitled "Related literature" or "library review" (Review literature), as the basis for formulating hypotheses and in the final stage these two literatures become the basis for making comparisons with the results and findings. -findings revealed in research (Ali, H., & Limakrisna, 2013).

DISCUSSION
Based on relevant theoretical studies and previous research, the discussion in this literature review article is as follows:

CONCLUSION AND RECOMMENDATION Conclusion
Based on the problem formulation, theoretical study and discussion above, researchers can conclude hypotheses for further research, namely: 1. Price Perception affect Purchase Decision. 2. Service Quality affect Purchase Decision.

Recommendation
Based on the conclusions above, there are many other factors that influence Purchase Decision that can be used for further research, namely: Price, Place, Product Quality, Brand Image and Promotion.