Indonesian Journal of Cultural and Community Development
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


View Article Suplementary File
Similarity Check Result
  • Nur Hayati Eka Kusniawati,
  • Misti Hariasih*
Nur Hayati Eka Kusniawati
Universitas Muhammadiyah Sidoarjo, Indonesia
Misti Hariasih
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijccd.v13i0.831
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/ijccd.v13i0.831

Copyright (c) 2022 Nur Hayati Eka Kusniawati, Misti Hariasih

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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

View Article Suplementary File
Similarity Check Result

References

  1. Fajar Laksana, Manajemen Pemasaran Pendekatan Praktis, Edisi 1. Yogjakarta: Graha Ilmu, 2008.
  2. Sugiyono, Metode Penelitian Kuantitatif,Kualitatif dan R&D. Bandung: Alfabeta, 2016.
  3. Miftakhul. Janah, “Pengaruh Kualitas Pelayanan, Harga dan Promosi Terhadap Keputusan Pembelian pad Dewi Hijab,” J. Ilmu dan Ris. Manaj., vol. 6, no. April, hal. 20 halaman, 2017.
  4. Silvana. Widya. Witarisma, “Analisis pengaruh kualitas pelayanan, harga dan promosi terhadap keputusan pembelian pada e-commerce shopee,” Semin. Nas. Manajemen, Ekon. dan Akuntasi, vol. 53, no. 9, hal. 1689–1699, 2017,
  5. Hafid Octa. Wibowo dan Saptani. Rahayu, “Pengaruh Kualitas Pelayanan, Harga, Dan Promosi Terhadap Keputusan Pembelian Pesan Antar Makanan Gofood Di Kota Solo,” J. Manag. Bisinis dan Pendidik., vol. 8, no. 1, hal. 70–78, 2021.
  6. H endri Zulfikar. Hadju, “Pengaruh Kualitas Pelayanan Dan Fasilitas Terhadap Keputusan Pembelian Pada Jasa Transportasi PT. Pelni Surabaya,” vol. 3, no. 12, hal. 183–192, 2018.
  7. Dede. Solihin dan Estiko Wibawanto, “Pengaruh Kualitas Pelayanan , Harga , Dan Promosi Terhadap Keputusan Pelanggan Dalam Memilih Klub Basket Satria Indonesia Tangerang Selatan,” vol. 3, no. 1, hal. 30–36, 2020.