PENGARUH KUALITAS PELAYANAN, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

As more retail industries develop increasingly from time to time, practitioners of the business or minimarkets maintain and improve their businesses in order to survive and compete in the world of minimarket retail industries. Therefore, this research aimed to analyze the effect of service quality, price, and promotion on customers’ purchase decisions at Indomaret, Ploso Bogen, Surabaya. The study was quantitative. Furthermore, the population was customers who bought products at Indomaret, Ploso Bogen, Surabaya. In line with that, there were 96 samples of customers. Moreover, the data were primary with questionnaires as the instrument in the data collection technique. The data analysis technique used multiple linear regression with SPSS. The hypothesis test result concluded that service quality had a significant effect on customers’ purchase decisions. Likewise, the price had a significant effect on customers’ purchase decisions. Similarly, promotion had a significant effect on customers’ purchase decisions at Indomaret, Ploso Bogen, Surabaya.