Pengaruh Harga, Promosi dan Kualitas Pelayanan terhadap Keputusan Pembelian Pada Indomaret di Kecamatan Lumajang

Abstract

This study aims to determine the influence of price, promotion and quality of service to consumer purchasing decisions on indomaret in Lumajang District. The population in this study is Lumajang community who make purchases in indomaret Lumajang district. This population is heterogeneous which can be seen from the various age and gender with the number of 60 respondents with sampling technique in this study is random sampling. This research uses descriptive analysis method of multiple linear regression analysis hypothesis test. The results of this study indicate that the partial promotion and quality of service influence on purchasing decisions while for the price does not affect partially. Simultaneously price, promotion and quality of service have a significant positive effect on consumer purchasing decision in indomaret Lumajang district. The result of determination coefficient of R2 shows that 51,8% of consumer purchasing decision can be explained by price variable, promotion and service quality, while the rest 48,2% consumer purchasing decision influenced by other variable not examined in this research. Variables not studied in this research are product, distribution, people, and so forth.