The Influence of Service Quality and Promotion on Purchasing Decisions at Emado's Restaurant at PT. Emado's Kebab Indonesia, Ceger Raya Branch - Pondok Aren, South Tangerang

Diana Puspitasari; Veta Lidya Delimah Pasaribu

doi:10.55927/esa.v4i2.8

Authors

Diana Puspitasari Universitas Pamulang
Veta Lidya Delimah Pasaribu Universitas Pamulang

DOI:

https://doi.org/10.55927/esa.v4i2.8

Keywords:

Service Quality, Promotion, Purchase Decision

Abstract

This study aims to identify the impact of the Influence of Service Quality and Promotion on Purchase Decisions in Emado's Kebab Restaurant. The type of research used is quantitative. The population of this study includes customers who visit Emado's Restaurants in the span of January to April 2024. Data analysis methods include: validity testing, reality testing, classical assumption testing, hypothesis testing, simple linear regression analysis and multiple linear regression analysis. The results of the t-test (partial) show that Service Quality has a positive and significant impact on Purchase Decisions, while promotions also have a positive and significant influence on Purchase Decisions. The results of the F test (simultaneous) identified that the quality of service and promotion had a significant influence on purchasing decisions with a contribution of 83.2%. This is also strengthened by the value of Fcal (240.620) which is greater than Ftabel (3.09) and a significance level of 0.001.

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