Vol 13 (2022): September
Village Development Articles

The Effect of Service Quality, Price and Promotion on Purchase Decisions on Yuuk Mie SMEs in Sidoarjo Regency
Pengaruh Kualitas Pelayanan, Harga dan Promosi Terhadap Keputusan Pembelian pada UMKM Yuuk Mie di Kabupaten Sidoarjo


Nur Hayati Eka Kusniawati
Universitas Muhammadiyah Sidoarjo, Indonesia
Misti Hariasih
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Published September 21, 2022
Keywords
  • Service Quality,
  • Price,
  • Promotion,
  • Purchase
How to Cite
Kusniawati, N. H. E., & Hariasih, M. (2022). The Effect of Service Quality, Price and Promotion on Purchase Decisions on Yuuk Mie SMEs in Sidoarjo Regency. Indonesian Journal of Cultural and Community Development, 13, 10.21070/ijccd2022831. https://doi.org/10.21070/ijccd2022831

Abstract

This study aims to determine the effect of service quality, price and promotion on purchasing decisions on Yuk Mie SMEs in Keboharan Village, Sidoarjo. This research is a descriptive study using quantitative methods. The population used in this study were all consumers who had bought Yuk Mie UMKM products in Keboharan Village. Data collection techniques using a questionnaire with a total of 96 respondents. The sampling technique used was non-probability sampling with the Accidental Sampling method. The data analysis technique used in this study is multiple linear regression using the SPSS version 25 program. The results show that service quality has a significant and positive effect on purchasing decisions, price has a significant and positive effect on purchasing decisions, promotions have a significant and positive effect on purchasing decisions. and the influence of service quality, price and promotion have a joint effect on purchasing decisions. Keywords: Service Quality, Price, Promotion, Purchase Decision

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