Pengaruh Citra Merek, Kualitas Pelayanan, dan Promosi terhadap keputusan pembelian di CFC Kabupaten Jember

Saputra, Ma'arif Dimas (2026) Pengaruh Citra Merek, Kualitas Pelayanan, dan Promosi terhadap keputusan pembelian di CFC Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This study aims to examine the influence of brand image, service quality, and promotion on consumer purchasing decisions at CFC in Jember Regency. The method used is a quantitative approach, with data collected through questionnaires. Data analysis was conducted using multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The results indicate that, partially, brand image and service quality do not have a significant effect on purchasing decisions. Meanwhile, promotion has a positive and significant effect and is the most dominant variable. Simultaneously, brand image, service quality, and promotion significantly influence purchasing decisions. The Adjusted R Square value of 0.357 shows that 35.7% of purchasing decisions are influenced by these three variables. In conclusion, promotion is the main factor in enhancing purchasing decisions, and therefore the company needs to optimize effective promotional strategies

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