Analysis of the Influence of Promotion, Price, and Service Quality on Consumer Purchasing Decisions of Toko Jitu Candipuro District Lumajang Regency
Keywords:
Promotion, Price, Service Quality, Purchasing DecisionsAbstract
The purpose of this study is to examine how marketing, pricing, and service quality affect customer purchase decisions in Toko Jitu, Candipuro District, Lumajang Regency. This scientific activity conducts quantitative descriptive research by observation, interviews, and the distribution of questionnaires. This study's sample size was 95 respondents. The data was then analyzed with the SPSS version, which included validity tests, reliability tests, multiple linear regression tests, normality tests (p-plot test, Kolmogorov Smirnov test), multicollinearity tests, heteroscedasticity tests, hypothesis tests, and coefficient of determination (R2) tests. The study's findings indicate that marketing, price, and service quality all have a substantial impact on purchase decisions in Toko Jitu, Candipuro District, Lumajang Regency.
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