THE EFFECT OF PROMOTION AND SERVICE QUALITY ON PURCHASING DECISIONS FOR BINTANG COFFEE

Abstract

Increasingly fierce competition in the coffee shop business requires entrepreneurs to come up with the right marketing strategies to attract consumers. One important factor is effective promotion and quality service that can satisfy customers and encourage them to make a purchase. This study aims to analyze the effect of promotion and service quality as independent variables on purchasing decisions as a dependent variable at Bintang Coffee. The research was conducted using a quantitative approach, with a correlational research design and quantitative methods through a survey approach. The research sample consisted of 90 respondents who were Bintang Coffee consumers. Data were collected using questionnaires and analyzed using descriptive and inferential statistical techniques. The results of the study indicate that promotion and service quality have a significant effect on consumer purchasing decisions. This confirms that the right promotional strategy, when supported by optimal service quality, can increase interest and purchasing decisions. The recommendation of this study is the need for Bintang Coffee management to continue to improve service and strengthen promotional strategies through relevant and effective media.