PENGARUH SALES PROMOTIONDANSERVICE QUALITYTERHADAP MINAT BELI KONSUMEN FAST FOOD (Kasus Penjualan Produk KFCPada KFC Metropolitan City Pekanbaru)

Abstract

This study aims to determine how much influence sales promotion and service quality to consumer buying interest. Samples in this study were taken as many as 100 respondents and techniques used Inccidental Sampling approach. The data in this study using survey method through questionnaires filled by consumers. Data were obtained by using multiple regression analysis. The results of this study show that Sales Promotion has a positive and significant impact on Consumer Buying Interest. Service Quality has a positive and significant impact on Consumer Buying Interest. And then simultaneously Sales Promotion and Service Quality have a positive and significant impact on Consumer Buying Interest. Subsequent research is suggested to use other methods in researching Consumer Buying Interest, for example through in-depth interviews of respondents.
Keywords: Sales Promotion, Service Quality, and Consumer Buying Interest