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All Journal JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa
Simanjuntak, Yuni
Unknown Affiliation
Humanities Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice

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PENGARUH PROMOSI, LOKASI, DAN FASILITAS TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK JASA LAUNDRY DI LINA LAUNDRY BATAM Simanjuntak, Yuni; Wasiman, Wasiman
SCIENTIA JOURNAL Vol 7 No 3 (2025): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v7i3.9853

Abstract

This research examines the influence of promotion, location, and facilities on customer purchase decisions at Lina Laundry in Batam. With increasing competition in the laundry service sector, Lina Laundry faces challenges in attracting and retaining customers due to limited promotional strategies, an inconvenient location, and conventional facilities. The aim of this study is to analyze the impact of these factors on customer purchasing decisions and provide insights for enhancing marketing strategies. Using a quantitative approach with causal research design, the study employed descriptive analysis, validity and reliability testing, classical assumption testing, and regression analysis. Data was collected from 100 respondents through purposive sampling. The results indicate that promotion, location, and facilities significantly influence customer purchase decisions, with the promotion having the strongest impact. The findings suggest that a strategic combination of promotional activities, optimal location, and improved facilities can enhance customer satisfaction and increase competitiveness. These insights are expected to guide marketing strategies for similar businesses in the service sector.
PENGARUH PROMOSI, LOKASI, DAN FASILITAS TERHADAP KEPUTUSAN PEMBELIAN JASA LAUNDRY DI LINA LAUNDRY BATAM Simanjuntak, Yuni; Wasiman, Wasiman
JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis Vol 8, No 2 (2025): JIMB - VOLUME 8 NOMOR 2 SEPTEMBER 2025
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jimb.v8i2.34320

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh promosi, lokasi, dan fasilitas terhadap keputusan pembelian produk jasa di Lina Laundry. Populasi penelitian ini adalah pelanggan Lina Laundry yang jumlahnya tidak diketahui karena banyaknya pelanggan. Sampel penelitian ditentukan menggunakan rumus Lemeshow, dengan 100 responden yang dipilih secara purposive sampling. Data yang terkumpul dianalisis menggunakan regresi linier berganda, termasuk uji kualitas data, uji asumsi klasik, uji pengaruh, dan uji hipotesis. Hasil analisis menunjukkan bahwa promosi berpengaruh 26,8% terhadap keputusan pembelian, lokasi berpengaruh 18,3%, dan fasilitas berpengaruh 32,3%. Berdasarkan uji koefisien determinasi (R²), ditemukan bahwa promosi, lokasi, dan fasilitas secara bersama-sama menjelaskan 56% variasi keputusan pembelian. Uji t dan uji F juga menunjukkan bahwa promosi, lokasi, dan fasilitas berpengaruh positif dan signifikan terhadap keputusan pembelian produk jasa di Lina Laundry.
Co-Authors Wasiman, Wasiman