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Erma Septiana
Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern
Decision Sciences, Operations Research & Management

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Pengaruh Kualitas Pelayanan, Promosi dan Harga terhadap Keputusan Pembelian: Studi Kasus Dimsum Narawi Soreang Bandung Erma Septiana; Myra Andriana
JURNAL RISET MANAJEMEN (JURMA) Vol 4 No 3 (2026): September: JURNAL RISET MANAJEMEN (JURMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v4i3.4828

Abstract

This study aims to analyze the influence of service quality, promotion, and price on purchasing decisions at Dimsum Narawi Soreang, Bandung. This research employed a quantitative approach with an explanatory research design. The population consisted of consumers who had purchased Dimsum Narawi products, while the sample comprised 32 respondents selected using purposive sampling. Data were collected through questionnaires using a five-point Likert scale and analyzed using multiple linear regression with IBM SPSS. The results indicate that service quality, promotion, and price each have a positive and significant effect on purchasing decisions. Simultaneously, these three variables also significantly influence purchasing decisions, with an adjusted coefficient of determination (Adjusted R²) of 0.410, indicating that 41% of the variation in purchasing decisions can be explained by the variables examined in this study. These findings suggest that improving service quality, implementing effective promotional strategies, and establishing competitive pricing are important factors in enhancing consumer purchasing decisions. The study provides practical implications for culinary micro, small, and medium enterprises (MSMEs) in developing integrated marketing strategies to improve business competitiveness and customer loyalty.
Co-Authors Myra Andriana