PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA PT SUMBER ALFARIA TRIJAYA (ALFAMART) CABANG CIPUTAT

Abstract

The purpose of this study was to determine the effect of promotion and service quality on purchasing decisions at PT. Sumber Alfaria Trijaya (Alfamart) Ciputat Branch either partially or simultaneously.The method used is quantitative. The sampling technique used the Slovin formula and the sample obtained in this study amounted to 100 respondents. Data analysis used validity test, reliability test, classic assumption test, regression analysis, correlation coefficient analysis, determination coefficient analysis and hypothesis testing. The results of this study are promotion has a significant effect on purchasing decisions with the regression equation Y = 17.084 + 0.571X1, the correlation value of 0.657 means that the two variables have a strong level of relationship. The coefficient of determination is 43.1%. Hypothesis test obtained t count> t table or (8,624> 1,661). Thus, H0 is rejected and H1 is accepted, meaning that there is a significant influence between promotion and purchasing decisions. Service quality has a significant effect on purchasing decisions with the regression equation Y = 14.893 + 0.629X2, the correlation value is 0.630, meaning that the two variables have a strong level of relationship. The coefficient of determination is 39.7%. Hypothesis test obtained t count> t table or (8,028> 1,661). Thus, H0 is rejected and H2 is accepted, meaning that there is a significant influence between service quality and purchasing decisions. Promotion and service quality have a significant effect on purchasing decisions with the regression equation Y = 10.615 + 0.378X1 + 0.365X2. The correlation value of 0.718 means that the independent variable and the dependent variable have a strong level of relationship. The coefficient of determination is 51.5%, while the remaining 48.5% is influenced by other factors. Hypothesis testing obtained the value of F count> F table or (51,548> 2,700). Thus H0 is rejected and H3 is accepted. This means that there is a simultaneous significant influence between promotion and service quality on purchasing decisions at Alfamart Ciputat Branch