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All Journal Optimal: Jurnal Ekonomi dan Manajemen
Patiger Satria
Universitas Cokroaminoto Yogyakarta

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Pengaruh Harga, Promosi dan Kualitas Pelayanan Terhadap Keputusan Pembelian pada Supermarket Pamella Empat di Yogyakarta Patiger Satria; Rinaldi Rinaldi
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 3 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i3.7214

Abstract

This inquiry analyzes the influence of price, promotion, and service quality on consumer purchasing decisions at Pamella Empat Supermarket in Yogyakarta. This inquiry applies a numerical approach employing 100 consumer respondents. The data were obtained via surveys and documentation, and subsequently processed through multiple linear regression analysis using SPSS. The outcomes reveal that price has a positive and significant partial effect, meaning that price alignment with consumer expectations can drive purchases. Promotions also have a positive and significant effect, indicating that effective promotional strategies can attract consumer interest. Service quality positively influences purchasing decisions through enhanced comfort and credibility. Simultaneously, all three variables have a significant effect, with promotions being the dominant factor. This study concludes that a combination of appropriate pricing, attractive promotions, and quality service can enhance purchasing decisions. It is recommended that management continue to evaluate marketing strategies and adapt them to consumer needs and preferences to remain competitive
Co-Authors Rinaldi Rinaldi