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All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana
I Gede Dedek Marjiana Kusuma
Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia
Economics, Econometrics & Finance Education

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PENGARUH KUALITAS PELAYANAN DAN CITRA TOKO TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO MERTA SARI DI KOTA DENPASAR I Gede Dedek Marjiana Kusuma; I Gst. A. Kt. Gd. Suasana
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.11.NO.06.TAHUN.2022
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (151.255 KB) | DOI: 10.24843/EEB.2022.v11.i06.p03

Abstract

Micro-enterprises in economic development in Indonesia are sectors that have an important role. This study aims to determine the effect of partial and simultaneous service quality, and image on purchasing decisions. The research was conducted at Merta Sari Store located at Jalan Gunung Tangkuban Prahu No. 7A, Denpasar, Bali. The research respondents were Merta Sari shop customers with a sample size of 90 people. The sampling technique in this study used accidental sampling and data collection techniques in this study used interviews and questionnaires. The research data were analyzed using multiple linear regression analysis techniques. Research can be seen that: service quality has a significant positive effect on purchasing decisions, image has a significant positive effect on purchasing decisions, simultaneously service quality and image have a significant positive effect on purchasing decisions. Suggestions that can be given by researchers is that Merta Sari Store should provide guidance to employees and supervise employees at work. Merta Sari store always provides a fast and precise response to customer complaints and conducts promotions that are even more optimal.
Co-Authors I Gst. A. Kt. Gd. Suasana