ANALYSIS OF THE EFFECT OF SERVICE QUALITY, PRICE, AND PROMOTION ON PURCHASING DECISIONS AT THE X DEPARTMENT STORE IN CIKARANG

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.