Pengaruh Kualitas Pelayanan dan Promosi terhadap Keputusan Pembelian pada FamilyMart Pakansari Cibinong
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Abstract
This study aims to examine the effects of service quality and promotion on purchasing decisions at FamilyMart Pakansari Cibinong. A quantitative approach with a descriptive-associative research design was employed. The population consisted of consumers who had made purchases at FamilyMart Pakansari Cibinong, while the exact population size was unknown. Using a non-probability sampling technique with a purposive sampling approach, 101 respondents were selected as the research sample. Data were collected through questionnaires using a Likert scale and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination (R²), t-tests, and F-tests with SPSS version 27. The findings indicate that service quality has no significant effect on purchasing decisions, leading to the rejection of the first hypothesis. In contrast, promotion has a positive and significant effect on purchasing decisions, supporting the second hypothesis. Simultaneously, service quality and promotion have a significant effect on purchasing decisions, supporting the third hypothesis. These findings suggest that promotion plays a more dominant role than service quality in influencing consumers’ purchasing decisions at FamilyMart Pakansari Cibinong. Therefore, the company is encouraged to strengthen its promotional strategies while maintaining service quality to enhance consumer purchasing decisions.
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References
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