PENGARUH HARGA, KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Abstract

The purpose of this research is to find out the influence of price, service quality and promotion to the customer
purchasing decisions at Kampoeng Steak Ketintang Surabaya by using quantitative approach. The population is
all customers who have ever purchased at Kampoeng Steak Ketintang Surabaya and the sample collection
technique has been carried out by using accidental sampling, and 100 people have been selected as samples. The
data analysis technique has been done by using multiple linear regression analysis. The result of the test
indicates that price, service quality and promotion each of them give influence to the purchasing decisions. These
results indicate that the models which have been used in the research is feasible to be used for the following
analysis. This result is supported by the level of multiple determination coefficient is 73.6% which shows the
determination among these variables to the purchasing decision have great influence. The result of the test shows
that: (1) price give significant and positive influence to the purchasing decision; (2) service quality give
significant and positive influence to the purchasing decision; (3) promotion give significant and positive
influence to the purchasing decisions.

Keywords : price, service quality, promotion, purchasing decisions.