The influence of promotion, service quality, and pricing on purchase decisions at Assalaam hypermarket
Keywords:
Price, Promotion, Purchasing Decisions, Retail, Service QualityAbstract
This study aims to determine the effect of promotion, service quality, and price on purchasing decisions at Assalaam Hypermarket. This research is descriptive with a quantitative approach. The population consists of consumers shopping at Assalaam Hypermarket, with a sample of 150 respondents selected using non-random sampling techniques. The results indicate that promotion, service quality, and price significantly affect purchasing decisions. The calculation results obtained from the F-value (20.695) exceed the F-table (2.67), with a significant value of 0.000 < 0.05. Among the three variables, service quality has the most dominant influence on purchasing decisions.
References
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Nagle, T. T., & Müller, G. (2017). The Strategy and Tactics of Pricing: A Guide to Growing More Profitably. Routledge.
Nguyen, H., Nisar, T. M., Knox, D., & Prabhakar, G. (2020). Understanding customer satisfaction in the UK quick service restaurant industry: The influence of the tangible attributes of perceived service quality. British Food Journal, 122(5), 1447–1467.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Rao, V. R., & Kartono, B. (2009). Pricing Strategies: A Marketing Approach. McGraw-Hill.
Schiffman, & Kanuk, L. L. (2010). Consumer Behavior (10th Editi). Prentice Hall.
Schultz, D. E., Patti, C. H., & Kitchen, P. J. (2012). The Evolution of Integrated Marketing Communications: The Customer-driven Marketplace. Routledge.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th Editio). John Wiley & Sons.
Simon, H., & Fassnacht, M. (2019). Price Management. Springer.
Smith, S. M., & Albaum, G. (2012). An introduction to marketing research. Qualtrics Labs Inc.
Thorson, E., & Moore, J. (1996). Integrated Communication: Synergy of Persuasive Voices. Lawrence Erlbaum Associates.
Valarie, Z. (1988). ConsumerPerceptionsofPriceQualityandValue....pdf (pp. 2–22). Journal of Marketing.
Varki, S., & Colgate, M. (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, 3(3), 232–240.
Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69–82.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th Editio). Sage Publications.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319.
Fill, C., & Turnbull, S. (2016). Marketing Communications: Brands, Experiences, and Participation. Pearson.
Garvin, D. A., & Caron, M. F. (n.d.). Managing quality: The strategic and competitive edge. In 1984. Simon and Schuster.
Hair, Black, W. C., Babin, B. J., & A. (2010). Multivariate Data Analysis (7th Editio). Prentice Hall.
Hinterhuber, A., & Liozu, S. (2012). Innovation in Pricing: Contemporary Theories and Best Practices. Routledge.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. 65(10), 1480–1486.
Kotler, P., & Armstrong, G. (2016). Principles of Marketing ((16th ed.)). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Editi). Pearson Education, Inc.
Lianardi, A. (2019). The impact of service quality on customer loyalty: A case study of retail stores. International Journal of Retail & Distribution Management, 47(5), 583–599.
Likert, R. (1932). A Technique for the Measurement of Attitudes. Archives of Psychology, 22(140), 1–55.
Monroe, K. B. (1990). Pricing: Making Profitable Decisions (2nd ed). McGraw-Hill.
Nagle, T. T., & Müller, G. (2017). The Strategy and Tactics of Pricing: A Guide to Growing More Profitably. Routledge.
Nguyen, H., Nisar, T. M., Knox, D., & Prabhakar, G. (2020). Understanding customer satisfaction in the UK quick service restaurant industry: The influence of the tangible attributes of perceived service quality. British Food Journal, 122(5), 1447–1467.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Rao, V. R., & Kartono, B. (2009). Pricing Strategies: A Marketing Approach. McGraw-Hill.
Schiffman, & Kanuk, L. L. (2010). Consumer Behavior (10th Editi). Prentice Hall.
Schultz, D. E., Patti, C. H., & Kitchen, P. J. (2012). The Evolution of Integrated Marketing Communications: The Customer-driven Marketplace. Routledge.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th Editio). John Wiley & Sons.
Simon, H., & Fassnacht, M. (2019). Price Management. Springer.
Smith, S. M., & Albaum, G. (2012). An introduction to marketing research. Qualtrics Labs Inc.
Thorson, E., & Moore, J. (1996). Integrated Communication: Synergy of Persuasive Voices. Lawrence Erlbaum Associates.
Valarie, Z. (1988). ConsumerPerceptionsofPriceQualityandValue....pdf (pp. 2–22). Journal of Marketing.
Varki, S., & Colgate, M. (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, 3(3), 232–240.
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Published
2024-07-30
How to Cite
Hadi, A., Cahyani, R. R., & Mutiasari, A. I. (2024). The influence of promotion, service quality, and pricing on purchase decisions at Assalaam hypermarket. Journal of Management Science (JMAS), 7(3), 552–557. Retrieved from https://exsys.iocspublisher.org/index.php/JMAS/article/view/542
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