The Effect Of Service Quality And Promise Mix On Purchase Decisions At The Anugrah Electronik Waykanan Store

Reza Aryanto; Ardansyah

doi:10.63922/ijebir.v5i03.3815

Reza Aryanto Student, Management Study Program, Faculty of Economics and Business, Bandar Lampung University, Bandar Lampung 35142, Indonesia.
Ardansyah Student, Management Study Program, Faculty of Economics and Business, Bandar Lampung University, Bandar Lampung 35142, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i03.3815

Keywords: Service Quality, Promotional Mix, Purchasing Decision

Abstract

This paper aims to analyze the influence of service quality and promotional mix on purchasing decisions at Anugrah Elektronik Way Kanan Store. This paper uses a quantitative approach with a causal associative method. The sample of the writing is 71 respondents who were determined using a purposive sampling technique. Data were collected through a questionnaire with a Likert scale of 1–5 and analyzed using multiple linear regression analysis with the help of the SPSS program. The results of the writing show that service quality has a positive and significant effect on purchasing decisions with a significance value of 0.000 < 0.05. The promotional mix also has a positive and significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Simultaneously, service quality and promotional mix have a significant effect on purchasing decisions with a calculated F value of 59.956 and a significance of 0.000 < 0.05. The results of the descriptive analysis show an average value of service quality of 4.25, promotional mix of 3.90, and purchasing decisions of 4.10, all of which are in the good category. This paper concludes that service quality and promotional mix have an important role in increasing consumer purchasing decisions at the Anugrah Elektronik Way Kanan Store.

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