PENGARUH HARGA,PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA SEGO NJAMOER

Abstract

Buying decision is any activitiy where consumers do to buy and consume a product or service in order to meet their needs and wants. This research aimed to determine the effect of price, promotion,and service quality on the buying decision.The population was the customer of Sego Njamoer Gebang,Surabaya. While,the data collection technique used non – probability sampling and accidental sampling as the data sampling. In line with,there were 100 respondents as sample. Moreover, the data analysis technique used multiple linear regression. The research result concluded price had positive and significant effect on the buying decision as the determination of affordable price and appropriate quality of product benefits would increase the consumers’ opportunity in buying decision. Furthermore,promotion had positive and significant effect on the buying decision.It meant,as the promotional reach was wider,the peomorion quality would be better good. As the consequence ,,the buying decision could occur immediately. Likewise,service quality had significant and positive effect on the buying decision since the better the service quality provided, the higher the consumer opportunity in buying decision. In brief,Sego Njamoer management was expected to maintain its pricing strategy,promotion and service quality as they coul affect the consumers’ buying decision.

Keywords: price, promotion, service quality, buying decision