PENGARUH PROMOSI, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Rahma Rahmi Collection)
Abstract: This study aims to
determine the effect of promotion, price, and service quality, of purchasing
decisions at Rahma Rahmi Collection Shop. The independent variable are
promotion, price, and service quality affect the purchase decision as the
dependent variable.
The population of this study were customers of Rahma Rahmi Collection
Shop, 75 responder was selected using nonprobability sampling technique. The
purpose sampling is a technique to select sample only from responder who has
using and buying product from Rahma Rahmi Collection Shop. The purpose of using
purpose sampling technique is to make sure that the selected responder really
know and familiar with Rahma Rahmi Collection Shop.
Base on the result study, obtained the following equation of regression :
Y1 = 0,316X1 + 0,263X2 + 0,233X3. Base on statistical analysis, indicator at
this research have the character of valid and its variable have the character
of reliable. On the classic assumption examining the free
multicolonierity-regression model, it might not done heteroscedisty and
normally distributed. Individually, the variables have greater influence is
promotion variable with a regression coefficient 0,316, followed by price 0,263
and service quality 0,233. Hypothesis testing used t tests showing that the
three independent variables are promotion (X1), price (X2), and service quality
(X3) which investigated proved positively and significantly affect the
dependent variable is the purchase decision (Y). Then through the F test can be
seen that the variables product quality, promotion, and service quality
eligible to test the dependent purchasing decisions. Adjusted R Square
explained figures that 36,9% of purchase decisions variation can be explained
by the three independent varibles in regression equations. While the rest of
63,1%was explained by other variable outside of the three variables used in
this study.
Keywords: Purchasing
Decisions, Product Quality, Promotion, and Service Quality
Penulis: Arif Rahman Naufal,
Rizal Hari Magnadi
Kode Jurnal: jpmanajemendd170925
