Pengaruh Harga, Promosi Penjualan, Dan Kualitas Layanan Terhadap Keputusan Pembelian Produk Kfc Di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Ramadhan, Muhammad
Subject
339 - MACROECONOMICS
Datestamp
2023-08-03 02:47:09
Abstract :
This study aims to determine how the influence of price, sales promotion, and service quality on purchasing decisions of Surabaya residents. The data collection method used in this study was through research directly to customers using a questionnaire which was distributed to respondents to fill out a list of statements that had been prepared by the researcher. To obtain data, this study used a questionnaire technique with a 5-point Likert scale. The data analysis technique used in this study is the classical assumption test, descriptive analysis and multiple linear regression analysis. The conclusion of this study is that price has a significant effect on KFC purchasing decisions in Surabaya, sales promotions have a significant effect on KFC purchasing decisions in Surabaya, service quality has a significant effect on KFC purchasing decisions in Surabaya. Keywords: Price, sales promotion, service quality, purchasing decision
This study aims to determine how the influence of price, sales promotion, and service quality on purchasing decisions of Surabaya residents. The data collection method used in this study was through research directly to customers using a questionnaire which was distributed to respondents to fill out a list of statements that had been prepared by the researcher. To obtain data, this study used a questionnaire technique with a 5-point Likert scale. The data analysis technique used in this study is the classical assumption test, descriptive analysis and multiple linear regression analysis. The conclusion of this study is that price has a significant effect on KFC purchasing decisions in Surabaya, sales promotions have a significant effect on KFC purchasing decisions in Surabaya, service quality has a significant effect on KFC purchasing decisions in Surabaya. Keywords: Price, sales promotion, service quality, purchasing decision
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