PENGARUH KUALITAS PELAYANAN, KERAGAMAN PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI TOKO WIDIA COLLECTION BALI

I GUSTI MADE OKA ASTANA, DESAK PUTU SEPTI YUNI MAHARANI

Abstract


This study aims to gather information on the impact of Service Quality, Product Diversity, and Promotion on Purchase Decisions at Widia Collection Store Bali. The study population includes all customers, both men and women, who shop at Widia Collection Store Bali, with a sample size of 80 people. Data collection was conducted using the SPSS Version 25.00 for Windows application. The results of the study indicate that Service Quality has a positive effect on Purchase Decisions at Widia Collection Store Bali, with a t-value greater than the t-table value (3.551 > 1.667) and a significance level of 0.001 < 0.05. Product Diversity also has a positive effect on Purchase Decisions, with a t-value greater than the t-table value (2.349 > 1.667) and a significance level of 0.021 < 0.05. Additionally, Promotion has a positive effect on Purchase Decisions at Widia Collection Store Bali, with a t-value greater than the t-table value (2.641 > 1.667) and a significance level of 0.010 < 0.05.


Keywords


Service Quality; Product Diversity; Promotion; Purchasing Decisions

Full Text:

PDF

References


Ariyono, K. Y. (2021). Purchase Decision : Is the Atmosphere Store, Location and Diversity of Products Caused. Progress Conference, 4(1), 9–15.

Ermawati, S.A, & Sutopo. (2021). Pengaruh Variasi Produk, Kualitas Produk, dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Toko Ramai Semarang. 27(1), 17-32.

Herawati, H, & Muslikah (2019). Pengaruh Promosi dan Desain Kemasan Terhadap Keputusan Pembelian Sari Ayu Putih Langsat. 2(1), 17-35.

Idrus, S. (2019). Kualitas Pelayanan dan Keputusan Pembelian: Konsep dan Teori (Amirullah, Ed.). Media Nusa Creative.

Kotler, P. & Kevin. L. K. (2021). Manajemen Pemasaran. Jakarta:Erlangga Jilid 2.

Rahmah, A.N, & Setiowati, E.A. (2019). Hubungan Antara Penyesuaian Sosial Dengan Keputusan Pembelian Barang Bermerek pada Remaja Putri di Semarang. 14(1), 94-103.

Rinnanik, Pariyanti, E., Bakhri, S., & Buchori. (2021). ILMU MANAJEMEN DI ERA 4.0. ADAB

Sumiati, S., & Gea, D. (2021). Pengaruh Harga, Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Obat Bermerek Pada Pt. Bernofarm. Jurnal Manajemen Universitas Bung Hatta, 16(1), 57–67.

Willianna, & Saputra, A. (2021). Pengaruh Kemasan, Citra Merek dan Promosi Terhadap Keputusan Pembelian Minyak Goreng Pada Pt Pacific Batam Perkasa. Scientia Journal, 3(1).

Yolandia, S. (2022). Pengaruh Keragaman Produk, Lokasi dan Kualitas Pelayanan Islami Terhadap Keputusan Pembelian Pada TB ISNA Tulungagung. Jurnal Riset Ekonomi, 1(69), 5-24.




DOI: https://doi.org/10.35327/gara.v18i3.915

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 GANEC SWARA

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

https://similarplay.com/