Pengaruh Kualitas Pelayanan, Harga, dan Promosi Media Sosial Terhadap Keputusan Pembelian di Atunk Barbershop
DOI:
https://doi.org/10.58192/ebismen.v5i2.4167Keywords:
service quality, price, social media promotion, Purchasing Decision, barbershopAbstract
This study aims to analyze the influence of service quality, price, and social media promotion on consumer purchasing decisions at Atunk Barbershop in Kediri City. The research employed a quantitative approach with an explanatory research design. The study population consisted of 300 consumers of Atunk Barbershop, with 169 respondents selected through simple random sampling. Data were collected using questionnaires measured with a Likert scale. The data analysis techniques included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis using IBM SPSS Statistics version 31. The results indicate that partially, service quality has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, and social media promotion has a positive and significant effect on purchasing decisions. Simultaneously, service quality, price, and social media promotion significantly influence consumer purchasing decisions. Price was identified as the most dominant factor affecting purchasing decisions. The coefficient of determination of 76.7% indicates that consumer purchasing decisions can be substantially explained by the three independent variables examined in this study.
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