SKRIPSI: Pengaruh Harga, Promosi, dan Kualitas Pelayanan terhadap Keputusan Pembelian di Toko Nice So Cebongan Yogyakarta

SUSILOWATI, Devi Rosiana (2024) SKRIPSI: Pengaruh Harga, Promosi, dan Kualitas Pelayanan terhadap Keputusan Pembelian di Toko Nice So Cebongan Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine the influence of price, promotion, and service quality on purchasing decisions at Nice So Cebongan Store Yogyakarta. This study uses primary data obtained by distributing questionnaires through Google forms to customers of Nice So Cebongan Yogyakarta Shop totaling 100 respondents. The sampling technique uses the purposive sampling method. The data analysis used was multiple linear regression analysis using SPSS 26. The hypothesis test in this study uses a t-test with a significance level of 5%. In addition, a goodness of fit test, a basic assumption test, namely a normality test, and a classical assumption test which includes a multicollinearity test, a heteroscedasticity test, and a determination coefficient test. Based on the results of the study using the t-test, it can be seen that price variables, promotions and service quality have a positive effect on purchase decisions at Nice So Cebongan Yogyakarta.

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