Abstract:
Today, globalization significantly affects many facets of life. Retail establishments like the
X department store are impacted not only by technological advancements and digitization
but also by societal trends in consumption and lifestyle. This study aims to analyze the
influence of Service Quality, Price, and Promotion at X Department Store among all age
groups in Cikarang. This survey research used a questionnaire as an instrument and was
analyzed using Quantitative analysis with multiple regression models. All age groups is the
focus in this study, which employs a case study methodology and divides the respondents
into 3 educational categories: Junior High School student, Senior High School student, and
bachelor's degree student. There were 110 responders in total, both male and female
participants in the study. The analysis in this study is using SPSS version 30 revealed that the
Promotion has no significant influence on Purchase Decision among all age groups in
Cikarang. However, the Service Quality and Price has a significant influence on Purchase
Decision among all age in Cikarang. Furthermore, the Service Quality, Price, Promotion
simultaneously has a significant influence on Purchase Decision among all age groups in
Cikarang.
