PENGARUH KUALITAS PELAYANAN, HARGA , DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN STUDI PADA KONSUMEN UD. REJEKI BAROKAH PUJON

The retail business is currently developing very quickly, the emergence of new
competitors in the business world that sell similar products is currently a natural
thing. It is important for every business owner like UD.Rejeki Barokah Pujon to
create a strategy to improve purchasing decisions. The aim of this research is to
analyze the influence of service quality, price and sales promotions on consumer
purchasing decisions at UD. Pujon's Good Fortune. This research is a quantitative
method with questionnaire data from 180 respondents. Data analysis uses multiple
linear regression methods. The results showed that service quality (β = 0.472, p <
0.05), price (β = 0.279, p < 0.05), and sales promotion (β = 0.419, p < 0.05) had a
positive and significant influence on purchasing decisions. Service quality emerged
as the most dominant factor influencing purchasing decisions, followed by sales
promotions and price. These findings indicate that companies need to improve the
quality of service provided to customers, maintain competitive prices, and
implement effective sales promotions to increase consumer interest and purchasing
decisions.