PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN AGEN TRAVEL PT. CAKRA TOUR

This research aims to determine the effect of promotion and service quality on
purchasing decisions of consumers at PT. Cakra Tour and Travel in Surabaya. This
study employs a quantitative approach with an associative method. Primary data
were collected through questionnaires distributed to 91 consumers of PT. Cakra
Tour, selected using a purposive sampling technique. The data were analyzed using
multiple linear regression with SPSS version 26. The results show that promotion
has a positive and significant effect on purchasing decisions with a significance
value of 0.000 < 0.05, as does service quality, which also has a positive and
significant effect on purchasing decisions with a significance value of 0.000 < 0.05.
The coefficient of determination (R²) of 0.519 indicates that 51.9% of the variation
in purchasing decisions is explained by promotion and service quality, while the
remaining 48.1% is influenced by other factors outside this study. The dominant test
results show that promotion is the most influential variable on purchasing decisions
with a beta value of 0.423. Therefore, the more effective the promotional strategies
and the better the service quality provided, the higher the consumer purchasing
decisions at PT. Cakra Tour.