PENGARUH LOKASI DAN KUALITAS LAYANAN KARYAWAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PELANGGAN MINIMARKET WONG MART DI KOTA KUPANG)

Abstract

This research was carried out at the Wong Mart Minimarket in Kupang City. This research aims to determine and analyze perceptions about location, service quality and purchasing decisions at the Wong Mart Minimarket in Kupang City. As input material to increase scientific insight and improve academics' abilities in location theory and service quality on purchasing decisions. As reference material in further research carry on. The total population is 11,800 with a sample of 100 people. The sample was filtered using the accidental sampling technique. The method used is a quantitative descriptive method. Then analysis was carried out on the data obtained using multiple linear regression analysis. This analysis includes: multiple analysis tests, hypothesis testing via the f test and t test, as well as analysis of the coefficient of determination (Adjusted r square). Based on the research results, the regression equation was obtained: Y= 11.737 + 0.898X1 + 0.193X2 + 2.178Y1. Hypothesis testing using the t test shows that the location variable has a positive and significant effect on purchasing decisions, the service quality variable has a positive and significant effect on purchasing decisions. Through the f test, it can be seen that the independent variable is indeed appropriate for testing the dependent variable. Purchasing decisions. The Adjust R Square figure is 0.591 or 59.1%; shows that 59.1% of purchasing decision variables are influenced by independent variables in the regression equation. Meanwhile, the remaining 40.9% is influenced by other variables not discussed in this research.