PENGARUH PERSEPSI HARGA, PROMOSI DAN KUALITAS LAYANAN TERHADAP PROSES KEPUTUSAN PEMBELIAN DI PT GRAMEDIA ASRI MEDIA

Abstract

The purpose of this research is to describe and analyze the effect of price perception, promotion and service quality on the purchasing decision process at PT. Gramedia Asri media. In this study independent variables that influence purchasing purchasing decisions are limited to variables in the perception of price, promotion and service quality variables. The population in this study were consumers at the semarang pandanaran gramedia bookstore. And selected as many as 100 respondents who were used as research samples. Data testing techniques used include validity test with factor analysis, reliability test with cronbach alpha, multiple linear regression analysis and significance coefficient test of determination to prove the validity of the hypothesis. The test results obtained that there was a significant effect between the price perception variable on the purchase decision process, there was a significant effect between the promotion variables on the purchase decision process and there was a significant effect between the service quality variable on the purchasing decision process.

Keywords: price perception, promotion, service quality and purchasing decision process