Pengaruh Harga, Kualitas Pelayanan dan Promosi Terhadap Keputusan Pembelian Jasa Tia Decoration and Wedding Services di Surabaya

Abstract

To make consumers interested in the products or services offered in order to maintain business and achieve business goals, companies need to understand the factors that influence purchasing decisions such as in terms of price, service quality, and promotion. Therefore, this study describes the effect of price, service quality and promotion on purchasing decisions for Tia Decoration and Wedding Services in Surabaya. This study uses a quantitative approach and a questionnaire as a research instrument. The population in this study were all consumers of Tia Decoration and Wedding Services in Surabaya in 2021. This research was conducted using a non-probability sampling technique. The sampling technique is a saturated sample/census with a total of 55 respondents. The data analysis technique used is multiple linear regression. The results obtained from this study that Price, Service Quality and Promotion have an effect either individually or jointly on the Purchase Decision of Tia Decoration and Wedding Services Services in Surabaya.