PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA DONER KEBAB SUMMARECON MALL SERPONG

Abstract

This study aims to examine the effect of Promotion and Service Quality on Purchase Decisions of consumers at Doner Kebab Summarecon Mall Serpong. The research employed a quantitative approach, with data collected through questionnaires distributed to respondents. The population of this study consisted of consumers of Doner Kebab Summarecon Mall Serpong, with a total sample of 100 respondents determined using an established sampling technique. Data analysis was conducted using IBM SPSS Statistics version 26, including validity testing, reliability testing, classical assumption tests, simple linear regression analysis, multiple linear regression analysis, coefficient of determination testing, and hypothesis testing using the t-test (partial) and F-test (simultaneous). The results indicate that Promotion partially has a positive and significant effect on Purchase Decisions, with a t-value of 3.746, which is greater than the t-table value of 1.664, and a significance value of 0.000 < 0.05, as well as a simple linear regression equation of Y = 2.984 + 0.926X₁. Meanwhile, Service Quality also shows a positive and significant effect on Purchase Decisions, with a t-value of 7.570 > 1.664, a significance value of 0.000 < 0.05, and a simple linear regression equation of Y = 2.198 + 0.938X₂. Simultaneously, the F-test results show that Promotion and Service Quality have a positive and significant effect on Purchase Decisions, with an F-value of 284.887, which is greater than the F-table value of 3.09, and a significance value of 0.000 < 0.05. The coefficient of determination (R²) is 0.855, indicating that 85.5% of the variation in Purchase Decisions can be explained by Promotion and Service Quality, while the remaining 14.5% is influenced by other factors outside this study.Based on these findings, it can be concluded that Promotion and Service Quality, both partially and simultaneously, have a positive and significant effect on consumer Purchase Decisions at Doner Kebab Summarecon Mall Serpong.