PENGARUH PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI KUALITAS PELAYANAN PADA KOPI KENANGAN RUKO NGAGEL SURABAYA

Abstract

This research examines the effect of promotion and product quality on purchasing decisions, through service quality at Kopi Kenangan, Ruko Ngagel Surabaya. Furthermore, promotion is a series of activities which is done by a company or organization to introduce, promote, and increase product sales or service to customers. Product quality means how good a product can fulfil customers’ expectations. The study applies quantitatively with a descriptive approach. The population consists of all consumers of Kopi Kenangan at Ruko Ngagel Surabaya. the instrument used in the data collection technique was a questionnaire. The data collection technique used accidental sampling, in which the samples were directly taken. In line with that, 96 respondents were gained as the sample with Lameshow. Additionally, the data analysis technique used PLS (Partial Least Square) with SmartPLS 4.0 to asses the relationship among variables in a structural model. The result concludes that promotion has a positive and significant effect on purchasing decisions, either directly or indirectly through service quality. Similarly, product quality has a positive and significant effect on purchasing decisions, either directly or indirectly through service quality that strengthens the relationship. Additionally, service quality is directly proven significantly positive to affect purchasing decisions.