PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN PROMOSI ONLINE TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS SEGO BAKARAN PANGKALPINANG)
Kata Kunci:
Product Quality, Service Quality, Online Promotion, Purchasing DecisionsAbstrak
The method used in this study is descriptive with a quantitative approach with the aim of finding the relationship between the independent variables (Quality of Products, Quality of Service, and Online Promotion) and the dependent variable (Purchase Decision) by using a statistical formula. While the statistical formula used to test the hypothesis of Multiple Linear Analysis. The sample in this study amounted to 106 people. The results of the study prove that: (1) Product quality affects purchasing decisions, a significant value (Sig) of 0.313 is greater than 0.05 and the tcount value is 1.013 less than the ttable value of 1.98350. (2) Service Quality has no effect on Purchase Decisions, a significant value (Sig) of <.001 is less than 0.05 and the tcount is 13.351 greater than the ttable value is 1.98350. Meanwhile (3) Online Promotion, has an effect on purchasing decisions, a significance value (Sig) of 0.268. greater than 0.05 and the tcount value is 0.113 which is smaller than the ttable value of 1.98350.
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