PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN CABANG MANYAR SURABAYA

Abstract

Mie Gacoan is one of the Indonesian culinary businesses that is growing and spreading in various regions. Moreover, it provides its favorite menu, namely spicy noodles with an adjustable level of spiciness; and sells other products in the form of dim sum and various kinds of drinks. Therefore, this research aimed to identify and determine the effect of service quality, product quality, and promotion on the purchasing decisions at Mie Gacoan Manyar. The research was quantitative. Furthermore, the data collection technique used simple random sampling with 100 respondents as the sample. In line with that, the instrument in the data collection technique used questionnaires. Additionally, the data analysis technique used multiple linear with SPSS. The result indicated that service quality had a positive and significant effect on the purchasing decisions at Mie Gacoan Manyar. Likewise, product quality had a positive and significant effect on the purchasing decisions at Mie Gacoan Manyar. On the other hand, promotion had a positive but insignificant effect on the purchasing decisions at Mie Gacoan Manyar.