The Influence of Service Quality and Promotion on Purchase Decisions Using Decoration Services on Akusara Story At Pasar Kemin, Tangerang
DOI:
https://doi.org/10.58174/ijimes.v1i3.49Keywords:
Quality of Service, Promotion, Purchase Decision.Abstract
The purpose of this study is to determine the influence of service quality and promotion on the purchase decision of using decoration services at Akusara Story at Pasar Kemis, Tangerang Regency partially and simultaneously. The method used is quantitative. The sampling technique used the slovin formula and a sample of 90 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 = 15.903 + 0.525X1, the value of the correlation coefficient is 0.534 (strong), the determination coefficient is 28.5% and the hypothesis test is obtained t > t table, namely (5.927 > 1.987). Promotion had a significant effect on the purchase decision by obtaining the regression equation Y = 16.220 + 0.512X2, the value of the correlation coefficient was 0.505 (strong), the determination coefficient was 25.5% and the hypothesis test was obtained t calculated > t table, namely (5.486 > 1.987). The quality of service and promotion simultaneously had a significant effect on the purchase decision with the regression equation Y = 9.634 + 0.379X1 + 0.337X2. The correlation coefficient value was 0.611 (strong), the determination coefficient was 37.3% while the remaining 62.7% was influenced by other variables and the hypothesis test obtained a value of F calculated > F table, namely (25.930 > 3.100).
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