Analysis of the Effect of Price and Quality of Service on Purchase Decisions on Consumer Grab Food in Kupang City

This study aims to determine the effect of price and service quality on consumer purchasing decisions. The research method used in this research is quantitative research. The population in this study are all people who live in Kupang City and have used Grab Food. Sampling in this study uses the purposive sampling technique, the sample used is 100 respondents. This study uses multiple linear regression analysis. The results of this study partially the price variable has a significant influence on purchasing decisions and the service quality variable has a significant influence on purchasing decisions. Simultaneously, the price and service quality variables have a significant effect on purchasing decisions for Grab Food consumers in Kupang City.