The Influence of Service Quality, Price and Promotion on Purchasing Decisions of Bu Muchayaroh Kudu Jombang Products

This study aims to determine the influence of service quality, price, and promotion on purchasing decisions for Bu Muchayaroh Kudu Jombang products. The research method used is a quantitative method. This study employs nonprobability sampling. The sample in this study consists of 40 respondents. The data collection instrument uses a questionnaire. The dependent variable of this study is the purchasing decision variable, while the independent variables are service quality, price, and promotion. The research findings show that service quality influences purchasing decisions, as evidenced by the calculated T-value being greater than the T-table value (5.559 > 2.021). Price influences purchasing decisions, as evidenced by the calculated T-value being greater than the T-table value (5.437 > 2.021). Promotion influences purchasing decisions, as evidenced by the calculated T-value being greater than the T-table value (5.497 > 2.021).
The results of the simultaneous test show that the variables of service quality, price, and promotion have an influence with the calculated F-value being greater than the F-table value (235.215 > 3.259) on purchasing decisions. This indicates that the better the service quality provided, the more appropriate the price determination and promotion strategy, the higher the level of consumer purchasing decisions will be for Bu Muchayaroh Kudu Jombang products.