PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK ROOTEE ADVERTISING

Abstract

This research aimed to find out the effect of service quality, price, and promotion on the purchasing decisions at Rootee Advertising. It is an advertising business and the first printing business located in Nusa Tenggara Timur, Rote Ndao Sub-district. The research was causal-associative with a quantitative approach. Moreover, the population was consumers who had bought products at Rootee Advertising. The data collection technique used non-probability sampling. In line with that, there were 112 respondents. Furthermore, the data were Self-Report in the form of opinion, behavior, experience, or person or group characteristics. The data analysis technique used multiple linear regression with SPSS 26. The result concluded that service quality had a significant effect on purchasing decisions at Roote Advertising. Likewise, the price had a significant effect on purchasing decisions at Roote Advertising. Similarly, the promotion had a significant effect on purchasing decisions at Roote Advertising. Therefore, the business had to increase service quality, consider prices, and adjust promotions.