PENGARUH CITRA MEREK, KUALITAS LAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK LOKAL ERIGO EVENT TOUR TRANS ICON MALL SURABAYA

Abstract

This research aimed to examine the effect of brand image, service quality, and promotion on consumers’ purchasing decisions for Erigo Event Tour Trans Icon Mall Surabaya. The research was descriptive-quantitative. Moreover, the data collection technique used purposive sampling. The population were 98 respondents who had their purchasing decisions at the Erigo store Trans Icon Mall Surabaya. Furthermore, the instrument of the data collection technique used questionnaires. The data analysis technique used multiple linear with SPSS (Statistical Product and Service Solution). Additionally, the instrument test used validity and reliability tests. The result concluded that brand image had a positive and significant effect on purchasing decisions for Erigo Event Tour Trans Icon Mall Surabaya. Likewise, service quality had a positive and significant effect on purchasing decisions for Erigo Event Tour Trans Icon Mall Surabaya. Similarly, the promotion had a positive and significant effect on purchasing decisions for Erigo Event Tour Trans Icon Mall Surabaya.