Pengaruh Promosi, Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian: Studi pada Konsumen Ayam Keprabon Express Cabang Meruya

Authors

  • Hilda Yani Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur, Indonesia
  • Agus Sriyanto Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur, Indonesia

Keywords:

Promotion; Price; Service Quality; Purchase Decision

Abstract

The purpose of this study was to determine the effect of promotion, price and service quality on purchasing decisions for Keprabon Express Chicken Meruya Branch in West Jakarta. The number of samples taken as many as 100 respondents with method simple random sampling. Data collection was done throught a questionnaire. The data analysis technique used is multiple linear regression analysis using SPSS 23. The results of data analysis, it is obtained that promotion has a positive and significant effect on purchasing decision, price has a positive and significant effect on purchasing decision and service quality has a positive and significant effect on purchasing decisions, while simultaneously found promotion, price and service quality has a positive and significant effect on purchasing decision.

Author Biographies

Hilda Yani, Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur, Indonesia

Mahasiswa Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur, Indonesia

Agus Sriyanto, Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur, Indonesia

Dosen Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur, Indonesia

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Published

2024-10-29

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Section

Articles