Abstract
This study aims to exaimine the effect of service quality, promotion, brand, and price on consumer purchasing decisions at the Hans Sport Jember shoe store. The research data was obtained from distributing questionnaires to the research object using purposive sampling. This type of research is quatitative. The sample used in this study were consumers of the Hans Sport Jember shoe shop with a total of 50 respondents. Data analysis used the Validity Test, Reability Test, Normality Test, multikolinearity test, Heteroscedasticity Test, Coefficient of Determination Test, the T Test, and F Test use the SPSS 25 program. The results of this study indicate that simultaneously service quality, promotion, brand, and price have a significant effect on purchasing decisions.
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