THE INFLUENCE OF PROMOTION, PRICE, AND SERVICE QUALITY ON CONSUMER PURCHASE INTENTION AT LAZATTO CHICKEN & BURGER YOUTEFA
DOI:
10.54443/sibatik.v4i11.3627Published:
2025-10-31Downloads
Abstract
This study aims to determine the effect of promotion, price, and service quality on consumer purchase intention at Lazatto Chicken & Burger Youtefa. Purchase intention is one of the key indicators for measuring the success of marketing strategies, particularly in the culinary sector, which faces intense competition. This research was conducted to emphasize the importance of understanding the factors that drive consumers to make purchases so that business owners can enhance their competitive advantage. The research method used is a quantitative approach with a survey technique. Data were collected through questionnaires distributed to 100 respondents who are consumers of Lazatto Chicken & Burger Youtefa. The data analysis technique employed logistic regression using SPSS version 16 software. The results show that the promotion variable (X1) has a significant effect on consumer purchase intention, with a significance value of 0.010 < 0.05. The price variable (X2) also has a significant effect, with a significance value of 0.002 < 0.05. However, the service quality variable (X3) does not have a significant effect, with a significance value of 0.436 > 0.05. Simultaneously, promotion and price have been proven to significantly influence purchase intention, while service quality does not make a meaningful contribution. The model’s classification accuracy level reached 67%, indicating a fairly good prediction accuracy. Thus, effective promotional strategies and appropriate pricing are the main factors in increasing consumer purchase intention. This study is expected to provide valuable insights for business owners in developing more effective marketing strategies.
Keywords:
Promotion Price Service Quality Purchase IntentionReferences
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