Pengaruh Brand Image, Service Quality, Price dan Promotion terhadap Keputusan Pembelian pada Saat Pandemi Covid-19 (Studi pada Pelanggan Kober Mie Setan Cabang Ponti Sidoarjo). (The Influence of Brand Image, Service Quality, Price and Promotion on Purchase Decisions During the Covid-19 Pandemic (Study on Kober Mie Setan Customers, Ponti Sidoarjo Branch))

Ningsih, Putri Rahayu (2021) Pengaruh Brand Image, Service Quality, Price dan Promotion terhadap Keputusan Pembelian pada Saat Pandemi Covid-19 (Studi pada Pelanggan Kober Mie Setan Cabang Ponti Sidoarjo). (The Influence of Brand Image, Service Quality, Price and Promotion on Purchase Decisions During the Covid-19 Pandemic (Study on Kober Mie Setan Customers, Ponti Sidoarjo Branch)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The problem studied is whether there is an influence of brand image, service quality, price and promotion on purchasing decisions during the covid-19 pandemic in Kober Mie Setan, Ponti Sidoarjo branch. This study aims to prove the influence of brand image, service quality, price and promotion on purchasing decisions at Kober Mie Setan, Ponti Sidoarjo Branch during the covid-19 pandemic. In this study using a qualitative & quantitative approach. The population in this study were consumers from Kober Mie Setan, Branch Ponti Sidoarjo. Research as many as 100 samples. In this study using a quantitative approach. The data collection method used is the distribution of questionnaires. The instrument test in this study uses a validity test and a reliability test equipped with a classical assumption test consisting of multicollinearity test, normality test and heteroscedasticity test, while for data analysis using multiple linear regression analysis. The results of the multiple linear regression analysis that have been carried out are obtained, namely Y = 0,056 + 0,148 X1 + 0,278 X2 + 0,318 X3 + 0,253 X4. The most influential independent variable on the dependent variable is the price variable (0,318) followed by the service quality variable (0,278), then the promotion variable (0,253), and the last is the brand image variable (0,148). The results of the t test prove that all independent variables (brand image, service quality, price and promotion) have a positive influence on the dependent variable, namely purchasing decisions. The coefficient of determination (R2) is 0,665 or 66,5 percent. Purchases are influenced by the brand image, service quality, price and promotion variables, while the remaining 33,5 percent is the contribution of other variables that are not discussed in this study. Key word: Brand Image, Service Quality, Price, Promotion, Purchasing Decisions.

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