PENGARUH SERVICE QUALITY DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN JASA TRAVEL HALLO BROMO KAB. MALANG

This study aims to analyze the influence of service quality and promotion on purchasing decisions at the Hallo Bromo travel agent in Malang Regency. The research method used is a quantitative approach with an explanatory research type. The sampling technique used purposive sampling with a total of 100 respondents. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the help of SPSS. The results of the study indicate that descriptively, the variables of service quality, promotion, and purchasing decisions are in the high category. Partially, service quality has a positive and significant effect on purchasing decisions. Promotion also has a positive and significant effect on purchasing decisions, and has a more dominant influence than service quality. These findings indicate that effective promotional strategies and good service quality can improve consumer purchasing decisions. In addition, promotion contributes to increasing perceived usefulness, while service quality plays a role in increasing perceived ease of use and consumer trust.