Pengaruh Promosi, Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian pada Showroom Mobil Manggala Motor Desa Janti Kecamatan Slahung Kabupaten Ponorogo - Adham Rizky Pratama; Edi Santoso; Sri Hartono (UNIVERSITAS PGRI YOGYAKARTA, 2022)
AbstrakPenelitian ini menggunakan pendekatan kuantitatif, yaitu data yang dapat dihitung berupa angka-angka. Penelitian dengan metode kuantitatif ini dimaksudkan untuk mengetahui pengaruh Promosi, Harga dan Kualitas Pelayanan terhadap kinerja konsumen pada Showroom Mobil Manggala Motor Desa Janti Kecamatan Slahung Kabupaten Ponorogo. Berdasarkan hasil pembahasan sesuai dengan data yang dikelola dengan model analisis regresi linear berganda disimpulkan bahwa; Berdasarkan hasil uji t variabel independen Pengaruh Promosi, diperoleh nilai t hitung < t table (5,730 < 1,984 ), maka Ho diterima, artinya tidak terdapat pengaruh. Pengaruh Promosi terhadap Keputusan Pembelian. Harga, diperoleh nilai t hitung > t table (10,397 > 1,984 ) maka Ho ditolak, artinya terdapat pengaruh Harga terhadap Keputusan Pembelian. Kualitas Pelayanan, diperoleh nilai t hitung > t table (2,297 > 1,984 ) maka Ho ditolak, artinya terdapat pengaruh Kualitas Pelayanan terhadap Keputusan Pembelian. Berdasarkan hasil uji F variabel dependen Keputusan Pembelian, diperoleh nilai F hitung > F table (151,352 > 2,84) maka Ho ditolak, artinya terdapat pengaruh Promosi, Harga dan Kualitas Pelayanan secara bersama-sama/simultan terhadap Keputusan Pembelian.Kata Kunci: Promosi, Harga, Kualitas Pelayanan, Keputusan PembelianÂ AbstractThis study uses a quantitative approach, namely data that can be calculated in the form of numbers. Research with quantitative methods is intended to determine the effect of Promotion, Price and Service Quality on consumer performance at the Manggala Motor Car Showroom, Janti Village, Slahung District, Ponorogo Regency. Based on the results of the discussion in accordance with the data managed by the multiple linear regression analysis model, it is concluded that; Based on the results of the t-test of the independent variable Effect of Promotion, obtained the value of t count < t table (5.730 < 1.984), then Ho is accepted, meaning that there is no influence of Promotional Influence on Purchase Decisions. Price, the value of t arithmetic > t table (10.397 > 1.984 ) then Ho is rejected, meaning that there is an effect of price on purchasing decisions. Quality of Service, obtained the value of t arithmetic > t table (2.297 > 1.984 ) then Ho is rejected, meaning that there is an effect of Service Quality on Purchase Decisions. â€œBased on the results of the F test of the dependent variable of Purchasing Decision, the calculated F value > F table (151.352 > 2.84) then Ho is rejected, meaning that there is an effect of Promotion, Price and Service Quality together/simultaneously on the Purchase Decision.â€Keywords : Promotion, Price, Service Quality, Buying Decision