Rahayu, Wulan Murti (2024) Pengaruh Kualitas Pelayanan, Harga dan Promosi Terhadap Keputusan Pembelian pada Ayam Goreng Nelongso (Studi Kasus Mahasiswa Manajemen Angkatan 2020 Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

The aim of this research is to assess the influence of service quality, price andpromotion on purchasing decisions to purchase Nelongso fried chicken. 96 Managementstudents from the Merdeka University of Malang class of 2020 were used as the researchsample. Multiple linear regression was the data analysis method used, along with apurposive sampling strategy for sampling. The research conclusions show that price, promotions, and service quality all significantly influence consumer purchasing decisions. Additionally, the three factors of service quality, price and promotion all work together toinfluence the purchasing decision to purchase Nelongso fried chicken in a profitable andnoteworthy manner. The aspect in this research that dominates influencing consumerpurchasing decisions is promotion.

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