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All Journal Journal of Management, Economic, and Accounting
Ramadhan, M. Agel Al Haffizh
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence Of Promotion Strategies And Service Quality On Consumer Purchase Decisions At Bintang Mulia Jaya Dealer Lubuk Beringin Manggul Ramadhan, M. Agel Al Haffizh; Hayani, Hayani; Iskandar, Iskandar
Journal of Management, Economic, and Accounting Vol. 5 No. 1 (2026): January
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i1.1120

Abstract

This study aims to analyze the influence of promotion strategy and service quality on consumer purchase decisions at Honda Dealer Bintang Mulia Jaya Lubuk Beringin Manggul, Lahat. The type of research is associative quantitative with a population of 157 consumers and a sample of 61 respondents determined using Slovin's formula with a 10% margin of error. Promotion strategy indicators include advertising, personal selling, sales promotion, and public relations. Service quality indicators include reliability, responsiveness, empathy, tangibles, and assurance. Purchase decision indicators include product stability, buying habits, recommendations, and repeat purchases. Data analysis methods used multiple linear regression, t-test, f-test, and coefficient of determination. The results showed that both promotion strategy and service quality have a significant positive influence, partially and simultaneously, on consumer purchase decisions.
Co-Authors Hayani Hayani Iskandar Iskandar