PENGARUH HARGA, KUALITAS LAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA BANDENG JUWANA TIDAR SURABAYA

Abstract

This research aimed to find out, analyze and examine the effect of price, service quality and promotion on the consumers’ purchasing decisions at the Bandeng Juwana Store Tidar Surabaya. Moreover, the population was consumers of Bandeng Juwana Store Tidar Surabaya in 2023. This type of research is quantitative reseach.The data collection technique used a simple random sampling. In line with that, there were 100 customers as the respondents. Furthermore, the data analysis technique used multiple linear regressions with SPSS (Statistical Product and Service Solution) 25 types application. Additionally, the result showed that price had a significant effect on the consumers’ purchasing decisions at the Bandeng Juwana Store Tidar Surabaya. On the other hand, service quality had a insignificant effect on the consumers’ purchasing decisions at the Bandeng Juwana Store Tidar Surabaya. In contrast, promotion had a significant effect on the consumers’ purchasing decisions at the Bandeng Juwana Store Tidar Surabaya.