PENGARUH KUALITAS LAYANAN, HARGA, LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

ABSTRACT
This research is meant to find out the influence of service quality, price, place and promotion to the
purchasing decision. The research object is all customers who have ever purchased at Sas cafe n resto
Surabaya. The sample collection has been done by performing non probability sampling technique and
the numbers of samples are 100 respondents.The result of the analysis shows that the value of F
count
is
52.989 with its significance 0.000; therefore the models which have been obtained are proper and these
models can be used for next analysis. Meanwhile, the level of adjusted R Square (R
) is 0.677 which
means that simultaneously the contribution of independent variables i.e.: service quality, price, place
and promotion to the dependent variable i.e. purchasing decision is 67.7 % meanwhile the remaining
3
2.3 % has been influenced by other factors outside the model. The result of partial t test shows that
the significance level which has been obtained from independent variables i.e. service quality is 0.000,
price is 0.000, location is 0.041, promotion is 0.006 which is less than a = 5%. It shows that, partially
these independent variables have significant influence to the purchasing decision.

Keywords: service quality, price, place, promotion, purchasing decision