PENGARUH PROMOSI DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA KEDAI KOPI KEMBO DI KOTA KUPANG

Abstract

This research was conducted at the Kembo Coffee Shop. The main problem of this research is whether promotion and service quality simultaneously have a significant effect on purchasing decisions. While the aim of this research is to know and analyze the effect of promotion and service quality simultaneously have a significant effect on purchasing decisions. This study uses promotion and service quality as the independent variables and purchasing decisions as the dependent variable. The population in this study were all Kembo coffee shop customers who were also followers on Instagram @kopikembo.kupang and Facebook @Kopi Kembo. Samples were taken as many as 100 respondents using accidental sampling technique. Then performed an analysis of the data obtained using multiple linear analysis. This analysis includes: Variable Contribution Test (t test), Model Goodness Test (f Test), and Model Contribution Test. Based on the results of this study obtained Fcount of 130.299. Ftable 0.05:2=98 = 3.09 because the fcount value is 130.299 greater than the ftable value with a significance level of 0.000 less than alpha 0.05 (p<a) so the promotion variable (X1) and service quality (X2) simultaneously have a significant effect on purchase decision (Y) at the Kembo Coffee Shop. Based on R2 or commonly referred to as the coefficient of determination obtained by 0.723, it means that 72.3% of the variation that occurs in the high and low purchasing decisions is caused by the promotion variable (X1) and the service quality variable (X2), while the remaining 27.7% is explained by other variables. not taken into account in this study.

Keywords: Promotion, Service Quality, Purchace Decisions