Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Perusahaan Ritel "Muslim Madani Mart" Pekanbaru

Alfarizi, Agung (2021) Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Perusahaan Ritel "Muslim Madani Mart" Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Service quality and promotion are often the main considerations for consumers in buying and using a product. The purpose of this study was to analyze promotions and services at Muslim Madani Mart Pekanbaru, analyzing purchasing decisions at Muslim Madani Mart Pekanbaru and know the effect of promotion and service quality on purchasing decisions at Muslim Madani Mart Pekanbaru. The population of this research is consumers who buy products at Muslim Madani Mart. Determination of the sample based on Accidental Sampling with the number of samples taken as many as 100 respondents. The data collection technique uses a questionnaire that has been tested for validity and reliability. The dependent variable in this study is the purchase decision, while the independent variables are promotion and service quality. Data analysis was carried out using the Multiple Linear Regression method. The results of the study indicate that promotions partially affect purchasing decisions, which means the more attractive the promotions given to customers, the more precise the level of purchasing decisions made by customers. The results of hypothesis testing found that promotion and service quality have a positive effect on purchasing decisions. This shows that the higher the promotion, the higher the purchasing decisions at Muslim Madani Mart Pekanbaru.

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