The Influence of Promotion on Customer Decisions with the Moderating Variable of Service Quality at PT Pegadaian UPC Teling Manado

Chandra Takahipe; Sweetly Mumu; Farly C.M. Teneh; Mercy R.H Mantur; Pricilia A. Chuanda

doi:10.63922/ijebir.v5i05.6139

Chandra Takahipe Sekolah Tinggi Ilmu Ekonomi Eben Haezar Manado
Sweetly Mumu Sekolah Tinggi Ilmu Ekonomi Eben Haezar Manado
Farly C.M. Teneh Sekolah Tinggi Ilmu Ekonomi Eben Haezar Manado
Mercy R.H Mantur Sekolah Tinggi Ilmu Ekonomi Eben Haezar Manado
Pricilia A. Chuanda Sekolah Tinggi Ilmu Ekonomi Eben Haezar Manado

DOI: https://doi.org/10.63922/ijebir.v5i05.6139

Keywords: Promotion, Service Quality, Customer Decision, Moderating Variable

Abstract

This study aims to determine and analyze the effect of promotion on customer decisions, the effect of promotion on service quality, the simultaneous effect of promotion and service quality on customer decisions, and the role of service quality as a moderating variable in the relationship between promotion and customer decisions at PT Pegadaian UPC Teling Manado. This study used a quantitative method with an explanatory research design and a survey approach. Data were collected through a Likert-scale questionnaire distributed to 121 customers of PT Pegadaian UPC Teling Manado, selected using a purposive sampling technique. The data analysis techniques used were multiple linear regression analysis and Moderated Regression Analysis (MRA) with the assistance of SPSS software. The results show that promotion has a positive and significant effect on customer decisions (t = 7.584; sig. = 0.000). Promotion also has a positive and significant effect on service quality (sig. = 0.000). Service quality has a positive and significant effect on customer decisions (t = 5.140; sig. = 0.000). Simultaneously, promotion and service quality have a significant effect on customer decisions, with a coefficient of determination (R²) of 0.999, meaning that 99.9% of the variation in customer decisions can be explained by these two variables. The Moderated Regression Analysis (MRA) results indicate that service quality acts as a significant moderating variable that strengthens the effect of promotion on customer decisions (interaction β = 0.012; sig. = 0.000). It can therefore be concluded that effective promotion will have a greater impact on customer decisions when supported by good service quality. PT Pegadaian UPC Teling Manado is advised to continue improving the effectiveness of its promotion through both conventional and digital media, while maintaining and enhancing service quality to optimally drive customer decisions.

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