PENGARUH PROMOSI, KUALITAS PRODUK, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI CAFE TANEAN KABUPATEN SUMENEP

The aim of this research is to determine the influence of promotions on purchasing decisions, the influence of product quality on purchasing decisions and the influence of service quality on purchasing decisions. The type of research used in this research is explanatory research. The population used in this research were consumers who were buying at Café Tanean, Sumenep Regency. The sampling technique used was accidental sampling, with a sample size of 100 respondents. The data analysis technique in this research uses multiple linear regression analysis. Based on the results of the research and discussion, it can be seen that promotions influence purchasing decisions, meaning that the better the promotion, the more purchasing decisions will be recalled. Product quality influences purchasing decisions, meaning that as product quality improves, purchasing decisions will increase. Service quality influences purchasing decisions, meaning that the better the service quality, the purchasing decisions at Cafe Tanean, Sumenep Regency will increase.