Analisis Pengaruh Promosi, Kualitas Layanan, dan Persepsi Harga Terhadap Keputusan Pembelian Martabak Van the Cook Semarang

Abstract

This study aims to examine the influence of Promotion, Service Quality, and Price Perception on Purchasing Decisions at Martabak Van the Cook Semarang. The research is based on the importance of purchasing decisions as a key factor in sustaining business continuity, particularly in the MSME sector, which faces intense competition. This research employs a descriptive quantitative approach, with data analysis conducted using SPSS. The sample consisted of 96 respondents, obtained through a census method. The results indicate that promotion does not have a significant effect on purchasing decisions, while service quality has a positive effect on purchasing decisions, and price perception also has a positive effect on purchasing decisions.