PENGARUH KUALITAS PRODUK, LAYANAN, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN Pelanggan Persebaya Store Kaliwaron Surabaya

Abstract

This research aimed to find out the effect of quality product, service, price, and promotion on buying decision. Besides, it also to find out which variable was the most dominant one in buying decision. While, buying decision was dependent variable. Besides, product quality (X1), sevice (X2), price (X3), and promotion (X4) were independent variables. Moreover, the research was desecriptive-quantitative.The population was customers of Persebaya Store, Kaliwaron branch, Surabaya. Furthermore, the data were primary with non-probability sampling as the data collection technique. In line with, for the data sampling, it used purposive sampling with 100 respondents who buy the product of Persebaya Store, as sample. In addition, the instrument used questionnaire, which were distributed to the customers of Persebaya Store, Kaliwaron branch Surabaya.Based on the data analysis technique which used multiple linear analysis, it concluded product quality, service, price, and promotion had significant effect on buying decision. Therefore, in brief, by giving good product quality and service with price variation and promotion, the buying decision in Persebaya Store, Kaliwaron branch, Surabaya would be increased.
Keywords: product quality, service, price, promotion, buying decision.