THE IMPACT OF PROMOTION, PRICE, AND SERVICE QUALITY ON
PURCHASING DECISIONS: AN INVESTIGATION OF SAE
CAR AUDIO IN GEMOLONG CITY

THE IMPACT OF PROMOTION, PRICE, AND SERVICE QUALITY ON
PURCHASING DECISIONS: AN INVESTIGATION OF SAE
CAR AUDIO IN GEMOLONG CITY

Purchase Decision, Promotion, Price, Service Quality

This research examines the impact of promotion, price, and service quality on
purchasing decisions in a case study conducted at SAE Audio in Gemolong City,
Central Java. The study involved 85 respondents selected through the Non-
Probability Sampling method. Data analysis encompassed several statistical
techniques, including the instrument test (validity & reliability), classical assumption
test (normality, multicollinearity and heteroscedasticity, and autocorrelation),
multiple linear regression analysis (determination analysis, model feasibility test,
and hypothesis test). The findings of this study reveal that promotion, price and
service quality each have an positively and significantly impact on purchasing
decisions.

Seputri Mahayu B, Rini Handayani*

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023

peri irawan

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