PENGARUH KUALITAS LAYANAN, PROMOSI, DAN KEPUASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN WIZZMIE DI SURABAYA

Abstract

This research aimed to find out and analyze the effect of service quality, promotion, and customers’ satisfaction on consumers’ buying decisions at Wizzmie Jemursari, Surabaya. The research was quantitative. The population was all customers who bought the product at Wizzmie Jemursari, Surabaya during May-June 2023. Moreover, the data collection technique used random sampling. In line with that, there were 100 respondents as the sample. The instrument in the data collection technique used a questionnaire through Google form and distributed using social media. Furthermore, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution). The result concluded that (1) service quality had a positive and significant effect on consumers’ buying decisions at Wizzmie Jemursari, Surabaya; (2) promotion had a positive and significant effect on consumers’ buying decisions at Wizzmie Jemursari, Surabaya; and (3) customers’ satisfaction had a positive and significant effect on consumers’ buying decisions at Wizzmie Jemursari, Surabaya.