PENGARUH PROMOSI, HARGA DAN KUALITAS PELAYANAN TERHADAP MINAT BELI KONSUMEN DI BAKSO TERMINAL 1974 LAREN LAMONGAN
Abstract
This study was conducted to determine the effect of promotion, price and service quality on consumer buying interest at Bakso Terminal 1974 Laren Lamongan by using quantitative methods of primary data. The results show that promotion has an effect on consumer buying interest with tcount = 2.873 > ttable = 1.988, price has no effect on consumer buying interest with tcount = 1.916 < ttable = 1.988 and service quality affects consumer buying interest tcount = 7,413 > ttable = 1.988. Simultaneous F-test shows that promotion, price and service quality affect consumer buying interest with Fcount = 453.767 > Ftable = 2.70 with a coefficient of determination of 93.4%.
Downloads
References
Alma, Buchari (2014), Manajemen Pemasaran dan Pemasaran Jasa, CV Alfabeta, Bandung.
Alma, Buchari (2018), Manajemen Pemasaran & Pemasaran Jasa, Alfabeta, Bandung.
Anggraini, Novita (2020), Pengaruh Promosi, Harga, Kualitas Produk terhadap Keputusan Pembeli dengan Citra Merek Produk Rabbani di Palembang, Skripsi, Fakultas Ekonomi, Dan Bisnis Universitas Islam Negeri Raden Fatah, Palembang.
Ghozali, I (2016), Aplikasi Analisis Multivariate dengan Program IBM SPSS 23, Edisi 8, Badan Penerbit Universitas Diponegoro, Semarang.
Hamidi (2013), Metode Penelitian Kualitatif Aplikasi Praktis Pembuatan Proposal Penelitian dan Laporan, UMM Press, Malang.
Hardiyansyah (2011), Kualitas Pelayanan Publik, Gava Media, Yogyakarta.
Kotler (2013), Manajemen Pemasaran, Jilid 2, Penerbit Erlangga, Jakarta.
Kotler & Keller (2012), Manajemen pemasaran, Penerbit Erlangga, Jakarta