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All Journal JMM (Jurnal Masyarakat Mandiri) Majalah Ilmiah Bijak Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi (JIMAT UMMI) DEMAnD International Journal of Science and Society (IJSOC) Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Research Horizon Baashima: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Indonesian Journal of Social Science and Education Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Jurnal Pengabdian Masyarakat Multidisiplin Sawala Cendekia: Jurnal Peneiltian Multidisiplin
Sobar, Agus
Program Studi S1 Manajemen, Universitas Linggabuana PGRI
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Public Health Social Sciences Other

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TRANSFORMASI PEMASARAN KEDAI KULINER : FOKUS PADA PROMOSI DAN PELAYANAN Agus Sobar; Sugih Prakoso; Muhammad Zaky
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 1 (2025): Maret
Publisher : PT. ABIG RIZKY PUBLISHER

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Abstract

This research aims to analyze the influence of promotion and service quality on consumer purchase decisions at Kedai Abig Berkah Sukabumi. Facing intense competition in the culinary industry, businesses require precise marketing strategies, including effective promotion and quality service. Kedai Abig Berkah Sukabumi itself experienced a sales decline due to suboptimal promotion and service weaknesses. This study used a quantitative associative approach with 96 respondents as the sample. Data were collected through structured questionnaires and analyzed using multiple linear regression with SPSS software. The results indicate that the promotion variable partially has a positive and significant influence on purchase decisions. The service quality variable also partially has a positive and significant influence on purchase decisions. Promotion and service quality simultaneously have a significant influence on consumer purchase decisions. These two variables, promotion and service quality, explain 40.9% of the variation in purchase decisions, while the remaining 59.1% is influenced by other factors outside these two variables. These findings emphasize the importance of effective promotion and improving service quality in encouraging and enhancing consumer purchase decisions.
Co-Authors Alhidayatullah Asep Deni Aziz, Yudi DARMANSYAH . Dendi Zainuddin Hamidi Edi Susanto Eva Fathussyaadah Eva Fathussyaadah Fathussyaadah, Eva Ginanjar, Noornisa Sarah Ginanjar, Noornissa Sarah Gumelar, Agung Yedi Mombang, Mombang Muhammad Zaky Noornisa Sarah Ginanjar Nurazizah, Adinda Jasmine Putri Nursabila, Shofi Siti Permadi, Indra Rianto, Toha Riswandi, Riki Ruswandi, Wawan Setiadi, Sandi Setiatin, Tuti Sopian, Riana Sugih Prakoso Supenti, Penti