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All Journal MIX : Jurnal Ilmiah Manajemen JMM (Jurnal Masyarakat Mandiri) Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi (JIMAT UMMI) International Journal of Social Science, Education, Communication and Economics International Journal of Economics, Management and Accounting Ecos-Preneurs: Alahyan Jurnal Pengabdian Masyarakat Multidisiplin JPM MOCCI : Jurnal Pengabdian Masyarakat Ekonomi, Sosial Sains dan Sosial Humaniora, Koperasi, dan Kewirausahaan International Journal of Indonesian Business Review Dhana
Antony, Antony
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Analisis Pengaruh Kualitas Layanan dan Promosi Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Mediasi: (Studi pada Konsumen Distro Kidheven Kabupaten Sukabumi) Indriana, Hapivah; Antony, Antony; Amal, Muhammad Khairul
Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi Vol. 7 No. 1 (2026): Jurnal Ilmu Manajemen Retail (JIMAT) Universitas Muhammadiyah Sukabumi
Publisher : Fakultas Ekonomi Universitas Muhammadiyah Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37150/jimat.v7i1.4405

Abstract

This study aims to analyze the influence of service quality and promotion on purchase decisions with buying interest as a mediating variable in consumers of Distro Kidheven Sukabumi Regency. This research is motivated by the phenomenon of increasingly fierce competition in the local fashion industry and the tendency to decline sales that have occurred at the Kidheven Distro in recent years. This study uses a quantitative approach with a survey method. Data was collected through the distribution of questionnaires to 126 respondents who were consumers of the Kidheven Distro in Sukabumi Regency. The data analysis technique uses Structural Equation Modeling (SEM) with the help of the AMOS program. The results of the study show that service quality has a positive and significant effect on buying interest. Promotions also have a positive and significant effect on buying interest. In addition, the quality of services and promotions have been proven to have a positive and significant effect on purchase decisions. Buying interest also has a positive and significant influence on consumers' purchasing decisions. The findings of this study show that buying interest plays a role as a mediating variable that strengthens the influence of service quality and promotion on purchase decisions. The results of this study are expected to be a reference for local fashion retail business actors in formulating more effective marketing strategies to improve consumer purchase decisions.
Co-Authors Abdul Aziz, Muh Alhidayatullah Bayu Setiawan, Muhammad Elan Eriswanto Indriana, Hapivah Khairul Amal, Muhammad Lena Agustin Maulana, Rizwan Muhammad Khairul Amal Nurni Arrina Lestari Sudarma, Ade Trisnawati Trisnawati