PENGARUH BAURAN PEMASARAN DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN RESTAURANT DERMAGA SEAFOOD

Abstract

This research is meant to examine and to find out the influence of marketing mix which consists of
product, price, place and promotion and service quality to the purchasing decision at Dermaga Seafood
restaurant Surabaya.The population of this research is all customers of Dermaga Seafood restaurant
Surabaya. This research is a casual comparative research with the primary data. The sample collection
method has been conducted by using non probability sampling with accidental technique, the total
samplesare 90 respondents. The analysis technique has been carried out by using multiple linear
regressions and the SPSS software.The result of this research shows that marketing mixwhich consists
of product, price, place and promotion and service quality partially give positive influence to the
purchasing decision at Dermaga seafood restaurant Surabaya. The result of the calculation of the
significance level of each variable is not more than α = 5%. Therefore, it can be concluded that all the
formulation of the hypotheses have been proven give significant influence.

Keywords: Mix market, service quality, and purchasing decision.