Analisis Hubungan Kualitas Produk, Kualitas Pelayanan, Harga dan Promosi terhadap Keputusan Pembelian (Studi pada Toko Sembilan Wali Medan)

Abstract

The objective of the study was to determine and analyze the effect of product quality, service quality, price and promotion on purchasing decisions. The research location was at the Sembilan Wali Bookstore, Medan. The research used descriptive quantitative approach. The samples were 100 consumers as the respondents. The data were analyzed by using multiple linear regression analysis and processed by using SPSS version 25 software. The result of the research showed that, partially, Product Quality had significant effect on the variable of Purchasing Decision variable at the value of leount table, or 2.411 1.660 and sig < alpha, or 0.002 < 0.05 Service Quality had significant effect on the variable of Purchasing Decision variable at t counr >t collo or 3.105 > 1.66 and be < alpha or * 0.003 < 0.05 Price had significant effect on the variable of Purchasing Decision at the value of count table, or 2.283 1.660 dsig <alphs , ara * 0.02theta < 0.05, and Promotion had no significant effect on the variable of Purchasing Decision at the value of looming fastle, or 1.433 < 1.661 and sig> alpha, or 0.066> 0.05. Simultaneously, Product Quality, Service Quality, Price and Promotion had significant effect on the variable of Purchasing Decision at the value of Foure > For 3,439 2,306, while sig. < alpha, or 0.011 < 0.05 The contribution of the influence of the independent variables on the dependent variable was 35.6% and the rest was influenced by other variables excluded from this study.