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Abstract:
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This study aims to determine the effect of service quality and promotion on
consumer purchasing decisions of cardinal jeans (Study of Toserba Yogya Mall
Keuntungan). The population in this study was 1652 consumers using Non-
Probabibility Sampling, which is a conditional sampling technique (purphosive
sampling). The criteria used as samples in this study are consumers who buy
cardinal jeans using the slovin formula, so the number of samples is 100
respondents. This type of research is quantitative research. The questionnaire was
tested for validity and reliability. Data were analyzed using multiple linear
regression analysis, including t test, f test and coefficient of determination. The
research was conducted using SPSS Version 25.0 . The results showed that
partially the service quality variable (X1) tcount > ttable (4,561>1,983) and
promotion (X2) had a significant effect on consumer purchasing decisions that
tcount > ttable (6,774>1,983). The results of the F test obtained that the value of
Fcount 48.662 with Ftable 2.70 identifies that the service quality variable (X1),
and promotion (X2 simultaneously have a significant effect on consumer
purchasing decisions (Y). Based on the coefficient of determination test, about
50,1% of the purchasing decision variables consumers are influenced by the
service quality variable (X1), promotion (X2), the remaining 49,9% is influenced
by other factors that are not explained in this study. |