The Effect of Price and Physical Evidence on Consumers' Decisions to Choose Bella Usaha Car Wash and Salon in Pontianak City

Abstract

This study examines the effects of price and physical evidence on consumers' decisions to choose Bella Usaha Car Wash and Salon in Pontianak City, both partially and simultaneously. The study employed an associative method with a quantitative approach. Data were collected through interviews, questionnaires administered to consumers, and secondary data related to the business. The sample consisted of 100 respondents selected using purposive sampling. The data analysis technique using multiple linear regression analysis which performed using SPSS version 25. The results showed that price has a positive and significant effect on consumer decisions, with a regression coefficient of 0.464 and a significance value of 0.000. Physical evidence also has a positive and significant effect on consumer decisions, with a regression coefficient of 0.267 and a significance value of 0.000. Simultaneously, price and physical evidence have a significant effect on consumer decisions, with an F-statistic of 504.080 and a significance value of 0.000. The coefficient of determination (R²) of 0.940 indicates that 94.0% of the variation in consumer decisions is explained by price and physical evidence. These findings show that price and physical evidence are important factors in consumers' decisions to choose Bella Usaha services. These findings suggest that Bella Usaha and similar car-wash businesses should focus on offering fair, competitive prices while keeping their facilities clean and well-maintained, as both factors help strengthen consumers' decisions to use their services.