The Influence of Service Quality and Consumer Satisfaction on Purchase Decisions at Indomaret Prada Samlawi in Rumpin Bogor
DOI:
https://doi.org/10.58174/ijimes.v1i2.42Keywords:
Quality of Service, Consumer Satisfaction, Purchase Decision.Abstract
The purpose of this study is to determine the influence of service quality and consumer satisfaction on purchase decisions at Indomaret Prada Samlawi in Rumpin Bogor partially and simultaneously. The method used is quantitative. The sampling technique used the slovin formula and a sample of 100 respondents was obtained. Data analysis used validity test, reliability test, classical assumption test, regression analysis, correlation coefficient, determination coefficient and hypothesis test. The results of this study are that the quality of service has a significant effect on the purchase decision by obtaining the regression equation Y = 16.626 + 0.572X1, the value of the correlation coefficient is 0.650 (strong), the determination coefficient is 42.2% and the hypothesis test is obtained t > t table, namely (8.465 > 1.984). Consumer satisfaction had a significant effect on the purchase decision by obtaining a regression equation Y = 16.441 + 0.579X2, a correlation coefficient value of 0.614 (strong), a determination coefficient of 37.7% and a hypothesis test obtained t count of > t table, namely (7.703 > 1.984). Service quality and customer satisfaction simultaneously have a significant effect on purchase decisions with a regression equation Y = 7.741 + 0.420X1 + 0.392X2. The value of the correlation coefficient was 0.752 (strong), the determination coefficient was 56.5% while the remaining 43.5% was influenced by other variables and the hypothesis test obtained a value of F calculated > F of the table, namely (63.077 > 3.090).
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