Kurniawan, Afghan (2025) PENGARUH EFEKTIVITAS PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA MADANI CAFFE SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Marketing plays an important role in the success of a business, where the right strategy and the provision of quality service can maximize sales and assist customers in making purchasing decisions. In an increasingly competitive business environment, attractive promotions can serve as a demonstrated advantage. In addition, service quality may also be a key factor influencing consumers’ decisions about which products to purchase. Therefore, this study was conducted with the aim of determining how the effectiveness of promotion and service quality influence consumer purchasing decisions at Madani Caffe Surabaya. This research employed a quantitative approach with a population consisting of consumers of Madani Caffe Surabaya. The study sample comprised 98 respondents selected using a convenience sampling technique. Data were collected by distributing online questionnaires and measured using a Likert scale. The research utilized Partial Least Square (PLS) analysis techniques. The findings indicate that both service quality and promotional effectiveness have a positive and significant effect on consumer purchasing decisions at Madani Caffe Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Afghan Kurniawan | ||||||||
| Date Deposited: | 11 Sep 2025 07:59 | ||||||||
| Last Modified: | 11 Sep 2025 07:59 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42808 |
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