The Effect of Service Quality And Promotion on Consumer Purchasing Decisions at Thrshop Tambun Selatan

Rizqita Aulia, Syabrinildi S

Abstract


This study aims to determine and analyze the effect of service quality and promotion on consumer purchasing decisions at Thrshop Tambun Selatan, both partially and simultaneously. This research uses a quantitative approach with a causal associative research design. The population in this study consists of consumers who have made purchases at Thrshop Tambun Selatan. The sample consisted of 100 respondents selected using a non-probability sampling technique with a purposive sampling method based on predetermined criteria. Data were collected through questionnaires using a Likert scale. The collected data were analyzed using IBM SPSS. The results of the study indicate that service quality has a positive and significant effect on consumer purchasing decisions. This is indicated by a t-value of 7.278 with a significance value of 0.000 < 0.05, meaning that the first hypothesis is accepted. Promotion also has a positive and significant effect on consumer purchasing decisions, with a t-value of 3.502 and a significance value of 0.001 < 0.05, meaning that the second hypothesis is accepted. Simultaneously, service quality and promotion have a positive and significant effect on consumer purchasing decisions, with an F-value of 41.783 and a significance value of 0.000 < 0.05, meaning that the third hypothesis is accepted. The Adjusted R Square value of 0.452 indicates that service quality and promotion are able to explain 45.2% of the variation in consumer purchasing decisions, while the remaining 54.8% is influenced by other factors outside the variables examined in this study. Service quality is the more dominant variable in influencing consumer purchasing decisions compared to promotion.


Keywords


Service Quality, Promotion, Purchasing Decision, Consumer, Thrshop Tambun Selatan.

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DOI: https://doi.org/10.5281/zenodo.23436609

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