Pengaruh Promosi, Lokasi Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Di Alfamart Gading Cempaka Bengkulu

Abstrak

The aim of this research is to determine the influence of promotion, location and service quality on purchasing decisions at Alfamart Gading Cempaka. The type of research used in this research is associative with a survey research method with a quantitative approach. Data collection techniques use questionnaires. The data analysis technique uses quantitative by calculating multiple linear regression analysis, hypothesis testing consisting of the t test and F test. The research results show that promotions influence purchasing decisions at Alfamart Gading Cempaka with tcount > ttable (2.248 > 1.667) and (sig a = 0.02 < 0.050). Location influences purchasing decisions (Y) at Alfamart Gading Cempaka with tcount > ttable (2.776 > 1.667) and (sig a = 0.007 < 0.050). Sales quality has no effect on purchasing decisions at Alfamart Gading Cempaka with tcount > ttable (-0.143 < 1.667) and (sig a = 0.887 > 0.050). Promotion, location and service quality simultaneously influence purchasing decisions (Y) at Alfamart Gading Cempaka with a Fcount value of 7.054 > 2.70 and a significance value of 0.000 < 0.05.