PENGARUH KUALITAS PRODUK, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA KEDAI FRIDAY KOPI SURABAYA

Abstract

This research airned to examine 1) the effectof product quality on consumers’ buying decision, 2) the effect of promotion on consumers’ buying decision, 3) the effect of service quality on consumers’ buying decision of Kedai Friday Kopi, Surabaya. The research was quantitative. While, the data were primary with questionnaires as its instrument. Moreover, based on unlimited populations, the data collection technique used accidental sampling at Kedai Friday Kopi, Surabaya. in line with, there were 100 respondents of consumer as sample. Furthemore, the data analysis technique used descriptive statistics which used multiple linier regression with SPSS (Statistic Product and Service Solution) 24.0. Accourding to classical assumption test throught normality test, multicolinierty test, and heteroscedacity test; it showed all variables fulfilled the classical assumption without violence. Meanwhile, due to proper model test throught F-test and R-Square, it described the model was properly used for further analysis. Additionally, the research result concluded descriptively product quality, promotion, service quality and buying decision were considered good by respondents. In addition, from hypotesis test, it concluded product quality, promotion and service quality had significant effect on consumers’ buying decision.
keywords: Buying Decision, Product Quality, Promotion, Service Quality.