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All Journal Jurnal Manajemen dan Bisnis
Shila Arwati
Universitas Bina Sarana Informatika
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Pelayanan dan Kegiatan Promosi terhadap Keputusan Pembelian di Platform E-Commerce Klik Indomaret: indonesia Shila Arwati; Faif Yusuf
MANABIS: Jurnal Manajemen dan Bisnis Vol. 5 No. 3 (2026): September 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/manabis.v5i3.8465

Abstract

This study examines the influence of Service Quality and Promotional Activities on Purchase Decisions on the Klik Indomaret e-commerce platform, both partially and simultaneously. A quantitative method with a survey approach was used, involving 104 active users of the Klik Indomaret application in the Bekasi area selected through purposive sampling. Data were collected via questionnaire during March–April 2026 and tested using validity (r-table = 0.195) and reliability tests (Cronbach's Alpha > 0.60). Data were analyzed using classical assumption tests, multiple linear regression, and hypothesis testing (R², partial t-test, simultaneous F-test). Results show that Service Quality has a positive and significant partial effect on Purchase Decisions (t = 3.290 > 1.984, sig. = 0.001), Promotional Activities also have a positive and significant partial effect (t = 4.902 > 1.984, sig. = 0.000), and both variables simultaneously have a positive and significant effect (F = 83.212 > 3.086, sig. = 0.000). The R Square value of 0.622 indicates that both variables explain 62.2% of the variation in Purchase Decisions. The regression equation Y = 4.474 + 0.310X₁ + 0.484X₂ shows that Promotional Activities have a more dominant effect than Service Quality on Purchase Decisions of Klik Indomaret consumers.
Co-Authors Faif Yusuf