Research Paper
Year: 2022 | Month: January | Volume: 9 | Issue: 1 | Pages: 392-398
DOI: https://doi.org/10.52403/ijrr.20220146
The Influence of Service Quality, Product Quality, Price and Promotion on AyamPenyet Jakarta (APJ) Purchase Decisions on SM Raja Medan Branch
Ahmad Rasyiddin1, Endang Sulistya Rini2, Fadli2
1,2Master of Management Study Program on Postgraduate School of University of Sumatera Utara.
Corresponding Author: Ahmad Rasyiddin
ABSTRACT
The purchase decision is the point at which the buyer has decided on a product, purchased it, and consumed it. Service quality, product quality, price, and promotion are all elements that influence purchasing decisions. The expected level of perfection in service is service quality, and maintaining control over that level of excellence will satisfy client desires. Service quality, product quality, price, and advertising are all elements that impact phurcase selections. This study uses an associative quantitative technique to investigate the impact of service quality characteristics, product quality, pricing, and promotion on AyamPenyet Jakarta (APJ) consumer purchasing decisions at SM Raja branch. The study sample consisted of all APJ customers who made purchases at SM Raja's APJ store in December 2020, a total of 350 people. The samples were chosen via incidental sampling, which entails estimating the number of samples needed at the time of the research and obtaining 70 research samples. A questionnaire was utilised to collect data. Multiple linear regression is used to analyse data. Customer service, product quality, pricing, and promotion all have a favourable and significant impact on APJ purchasing decisions, according to the research and data analysis. Service quality influences APJ purchasing decisions in a good and significant way.Product quality influences APJ purchase decisions in a good and significant way. APJ purchasing decisions are influenced by price in a positive and significant way. Promotion has a small but considerable impact on purchasing decisions. In terms of recommendations for APJ, it is desired that APJ may provide better customer service, particularly in terms of serving food, reacting to consumer concerns, and providing facilities and infrastructure. By paying attention to the quality of the components, APJ can maintain consistency in flavour, colour, temperature, portion, aroma, and shape.
Keywords: service quality, service quality, product quality, price, promotion and purchasing decisions.
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