PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is aimed to analyze the influence of product quality, service quality, and promotion to the purchasing decision of Markobar Surabaya. This research used quantitative method with survey approach. The population of this research were respondents who had purchasing in Markobar Surabaya. The sample collection technique used non probability sampling with the amount of sample were 83 respondents. The sample collection technique has been done by using purposive sampling with accindental samling. Moreover, the data was primary. In addition, the data analysis technique used multiple linier regression with SPSS (Statistical Product and Service Solution) 24.0. The result of this research shows that the variable product quality had positive and significant effect on purchasing decision because the higher quality of the product produced would increase purchasing decisions on Markobar. Service quality has a positive and significant effect on purchasing decisions because the better the service provided by Markobar, the more purchasing decisions will increase. Promotions have a positive and significant effect on purchasing decisions because the more promotions that are given, the decision to buy in Markobar is also increasing
Keywords: product quality, service quality, promotion, purchasing decision