PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA APLIKASI KAI ACCES (AKSES KERETA API INDONESIA)

Abstract

This study aims to test the impact of the price, the promotion, and the service quality toward the customers decision is one of the business goals which impacts the continuity of the companies operational. The population of this study are the consumers who experience buying and using the Kereta Api Indonesia service. The type of this study is quantitative. The type of this data is primary data, the technique for collecting the data is accidental sampling method, with 98 respondents. This study distributes questionnairres for collecting the data. The analysis of this study applies the multiple linear regression with SPSS. The instrument test applied the validity test and the realibility test. The result of the test shows that the price, the promotion, and the service quality give positive and significant impact to purchasing decision. Therefore, PT. Kereta Api Indonesia is expected to maintain and to improve the quality and the strategy of the compatibility price, the promotion and the service quality since they impact the customers decision to purchase.
Keywords: the price, the promotion, the service quality, and the purchasing decision.