Pengaruh Sales Promotion dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Toko Sparepart UPS Motor

Abstrak / Ringkasan

This research aims to determine the influence of Sales Promotion and Service Quality on Purchasing Decisions at UPS Motor Spare Parts Stores. The research method used in this research is quantitative descriptive, with the data used being primary and secondary data. The population of this research is consumers who have made transactions at UPS Motor stores. The sample in this study was 100 respondents, provided that consumers had purchased at least twice and the method used was purposive sampling. Data analysis uses multiple linear regression analysis. The results of this research show that 52.4% of the variation in the dependent variable of purchasing decisions can be explained by independent variables, namely sales promotion and service quality, and the remainder can be explained by other variables.
The sales promotion variable in the research has a positive and significant effect on purchasing decisions, this is shown by the calculated t result of 3.191 which is greater than the t table of 1.660 with a significance level of 0.002 which is smaller than 0.05. The Service Quality variable has a positive and significant effect on purchasing decisions, with a calculated t result of 6.931 with a significance level of 0.000 which is smaller than 0.05. There is a significant simultaneous influence between the independent variables, namely sales promotion and service quality, on the dependent variable, namely purchasing decisions with an Fcount value of 59.774 which is greater than Ftable 3.09 with a significance level of 0.000 which is smaller than 0.05.
Bibliography: 38 (2015-2023)

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