PENGARUH PROMOSI PENJUALAN DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN BUSANA MUSLIMAH ETIKA (Studi Kasus Pada Bintang Fasion Shop Sitanggal)

Abstract

A business can grow rapidly if the marketing strategy is good, whether it is in terms of promotion and the quality of service is very influential on the business. Therefore, it must also be maintained in terms of marketing, especially for the convenience of consumers. From this marketing process, ways are created to make the products it creates more famous and liked by the consumer community. One of them is in terms of sales promotion in marketing techniques. So that consumer purchasing decisions for Bintang Fasion Shop Sitanggal products increase. The purpose of this study was to determine and analyze the effect of promotion and service quality on purchasing decisions at Bintang Fasion Shop Sitanggal. The variables of this research are promotion, service quality and purchasing decisions. The population of this research is all customers of Bintang Fasion Shop Sitanggal and a sample of 70 respondents. The method in collecting research data is to use a questionnaire by giving it to Bintang Fasion Shop Sitanggal customers. To analyze the data in this study, using the classical assumption test, F test, t test, and correlation test of determination, but first the validity and reliability of the data must be tested. The results of this study indicate that promotion has a significant effect on purchasing decisions at Bintang Fasion Shop Sitanggal, as evidenced by the t value for the X1 variable (3.541) which is greater than t table (1.995). Service quality has a significant effect on purchasing decisions at Bintang Fasion Shop Sitanggal, as evidenced by the tcount for the variable X2 (2.652) which is greater than t table (1.995). Promotion and service quality simultaneously have a significant effect on purchasing decisions at Bintang Fasion Shop Sitanggal. This is evidenced by a significant value less than 0.05 0r 0.000 < 0.05 and F count (12.443) is greater than F table (3.132), it can be concluded that the Promotion variable (X1) and service quality (X2) have a significant effect simultaneously on purchasing decisions at Bintang fasion Shop Sitanggal (Y).