ANALISIS PENGARUH KUALITAS PELAYANAN, LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK BRODEN SCREEN PRINTING - Suparianto, Aji; Widodo, Moch. Wahyu; Kusumaningtyas, Dian (Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi, 2021)
Abstract The research objectives (1) the effect of service quality variables (X1), location (X2), promotion (X3) and their partial effect on purchasing decisions (Y) at Broden Screen Printing in Jombang (2) The influence of service quality variables (X1), location (X2), promotion (X3) and their simultaneous influence on purchasing decisions (Y) at Broden Screen Printing in Jombang. Quantitative approach with causal research method. The population of all consumers who make purchases at Broden Screen Printing in Jombang. The sample used is 100 respondents. The sampling technique was non-probability sampling with the accidental sampling method. The research instrument is a questionnaire. The analysis technique uses multiple linear regression with SPSS for windows version 21 software. The results of the study (1) service quality, location and promotion partially have a positive and significant effect on purchasing decisions. (2) service quality, location and promotion simultaneously have a positive and significant effect on purchasing decisions. Abstrak Tujuan penelitian (1) pengaruh variabel kualitas pelayanan (X1), lokasi (X2), promosi (X3) dan pengaruhnya secara parsial terhadap keputusan pembelian (Y) pada Broden Screen Printing di Jombang (2) Pengaruh variabel kualitas pelayanan (X1), lokasi (X2), promosi (X3) dan pengaruhnya secara simultan terhadap keputusan pembelian (Y) pada Broden Screen Printing di Jombang. Pendekatan kuantitatif dengan metode causal research. Populasi seluruh konsumen yang melakukan pembelian pada Broden Screen Printing di Jombang. Sampel yang digunakan 100 responden. Teknik pengambilan sampel nonprobability sampling dengan metode accidental sampling. Instrumen penelitian adalah kuesioner. Teknik analisis menggunakan regresi linear berganda dengan software SPSS for windows versi 21. Hasil penelitian (1) kualitas pelayanan, lokasi dan promosi secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) kualitas pelayanan, lokasi dan promosi secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian.