PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI TOKOPEDIA

Abstract

This research aimed to find out the effect of price, promotion and service quality on buying decision of Tokopedia (a survey on students of STIESIA Surabaya). While, the population was students of STIESIA Surabaya who had bought the product at Tokopedia. The research was descriptive-quantitative. Moreover, the data were primary with questionnaires as the instrument. The questionnaires were distributed to the respondents. Furthermore, the data collection technique used non-probability sampling. Meanwhile, the sampling technique used purposive sampling. In line with, there were 100 respondents as sample. Additionally, the data analysis technique used multiple linier regression with SPSS (Statistical Product and Service Solution) 22. In addition, the testing instrument used validity and reability test. The research result concluded price had positive and significant effect on buying decision of Tokopedia. Likewise, promotion had positive and significant effect on buying decision of Tokopedia. Similarly, service quality had positive and significant effect on buying decision of Tokopedia
Keyword : price, promotion, service quality, buying decision.