Pengaruh Promosi, Persepsi Harga dan Kualitas Layanan Terhadap Keputusan Pembelian Pada Mie Gacoan Cabang Ambengan Surabaya. (Effect of Promotion, Price Perception and Service Quality Regarding Purchasing Decisions at Mie Gacoan Branch Ambengan Surabaya).

Syahputri, Andila Dania Heksa (2022) Pengaruh Promosi, Persepsi Harga dan Kualitas Layanan Terhadap Keputusan Pembelian Pada Mie Gacoan Cabang Ambengan Surabaya. (Effect of Promotion, Price Perception and Service Quality Regarding Purchasing Decisions at Mie Gacoan Branch Ambengan Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In Indonesia in the current era of globalization, it is undeniable that the progress of the economic development of restaurants and culinary tourism has brought a high impact on human life, especially the business world today. There are so many food and beverage entrepreneurs in Indonesia. This study aims to analyze the factors that influence consumer purchasing decisions in choosing to eat at Mie Gacoan, Ambengan Branch Surabaya. This research is a quantitative research, using non-probability sampling method, namely purposive sampling. The data used is primary data with the number of samples in this study were consumers who came to Mie Gacoan as many as 100 respondents (20 statements). The technique of collecting data is by using a questionnaire/questionnaire method. Overall, the indicators used in this study are valid with correlation results smaller than the 0,05 significance level and reliable Cronbach Alpha > 0,6. The results of the classical assumption test also show that this study has fulfilled, including: the two regression models are free from multicollinearity, there is no heteroscedasticity, no autocorrelation occurs and the regression model residuals are normally distributed. It can be concluded that the final result of the study is that promotion has a significant effect on purchasing decisions with a significance value of 0,000 which is smaller than 0,05. Price perception has a significant effect on purchasing decisions with a significance value of 0,024 which is smaller than 0,05. Service quality has a significant effect on purchasing decisions with a significance value of 0,000 which means it is smaller than 0,05. Keywords: Promotion, Price Perception, Service Quality, Purchase Decision

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