PENGARUH KUALITAS PELAYANAN, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA DEWI HIJAB

Abstract

his research is aimed to find out the influence of service quality, price and promotion to the
purchasing decision at Dewi Hijab online shop Surabaya and to find out which of the variables i.e.
service quality, price or promotion give dominant influence to the purchasing decision at Dewi Hijab
online shop Surabaya. This research is quantitative research. The sample collection technique is done
by using accidental sampling method
.
Th
e population is all customers at Dewi Hijab online shop
Surabaya. The numbers of samples are 100 respondents. Data collection method has been done by
issuing questionnaires online by using google form. The data analysis techniques has been done by
using multiple linear regression model. The results in this research indicates that service quality gives
positive and significant influence to the purchasing decision at the Dewi Hijab online shop Surabaya,
price gives positive and significant influence to the purchasing decision at Dewi Hijab online shop
Surabaya, promotion gives positive and significant influence to the purchasing decision at Dewi Hijab
online shop Surabaya, and promotion is the variable which gives dominant influence

Keywords: service quality, price, promotion and purchasing decision.