Pengaruh Promosi dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Alfamart Kp. Panggang, Kabupaten Tangerang - Intan Nurul Fadhillah; Udin Ahidin (Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM), 2024)
The purpose of this study was to determine the effect of promotion and service quality on purchasing decisions at Alfamart Kp Panggang, both partially and simultaneously. The method used is quantitative. The population that will be used as research material is Alfamart Kp Panggang customers totaling 111,900 customers included in the research population taken from 2019 data. The collection technique used slovin sampling with a level of e = 10% obtained a sample of 99 samples. Simple regression test, multiple linear regression, correlation coefficient, determination coefficient, partial t test, and simultaneous F test were all used in the data analysis approach. The results of the promotion study on purchasing decisions obtained the regression equation value Y = 12.878 + 0.672X1, the correlation coefficient value obtained was 0.710, the determination value or contribution of its influence was 50.4%, the calculated t value was obtained> t table or (9.922> 1.661). Thus H01 is rejected and Ha1 is accepted, meaning that there is a significant influence between promotion and purchasing decisions. Service quality on Purchasing Decision obtained the value of the regression equation Y = 16.153 + 0.592X2, The determination value or contribution of its influence is 42%, the value of t count> t table or (8.381> 1.661) was obtained. Thus H02 is rejected and Ha2 is accepted, meaning there is a significant influence between promotion on Purchasing Decision. Promotion and service quality on Purchasing Decision simultaneously obtained the regression equation Y = 6.396 + 0.488X1 + 0.358X2, the correlation coefficient value obtained is 0.787, the determination coefficient value is 65.9%, Hypothesis testing obtained the value of F count> F table or 78.082> F table 3.940. Thus Thus H03 is rejected and Ha3 is accepted. This means that there is a significant influence simultaneously Promotion and service quality on Purchasing Decision. Abstrak Tujuan penelitian ini adalah untuk mengetahui Pengaruh Promosi dan kualitas pelayaan terhadap Keputusan Pembelian Pada Alfamart Kp Panggang, baik secara parsial maupun secara simultan. Metode yang digunakan adalah kuantitatif. Populasi yang akan digunakan bahan penelitian tersebut adalah pelanggan Alfamart Kp Panggang berjumlah 111.900 pelanggan masuk dalam populasi penelitian yang diambil dari data tahun 2019. Teknik pengumpulan menggunakan sampling slovin dengan tingat e = 10% diperoleh sampel sebanyak 99 sampel. Uji regresi sederhana, regresi linier berganda, koefisien korelasi, koefisien determinasi, Uji t parsial, dan Uji F simultan semuanya digunakan dalam pendekatan analisis data. Hasil penelitian promosi terhadap Keputusan pembelian diperoleh nilai persamaan regresi Y = 12,878 + 0,672X1, nilai koefisien korelasi diperoleh sebesar 0,710, Nilai determinasi atau konstribusi pengaruhnya sebesar 50,4%, diperoleh nilai t hitung > t tabel atau (9,922 > 1,661). Dengan demikian H01 ditolak dan Ha1 diterima artinya terdapat pengaruh yang signifikan antara promosi terhadap Keputusan pembelian. Kualitas pelayanan terhadap Keputusan pembelian diperoleh nilai persamaan regresi Y = 16,153 + 0,592X2, Nilai determinasi atau konstribusi pengaruhnya sebesar 42%, diperoleh nilai t hitung > t tabel atau (8,381 > 1,661). Dengan demikian H02 ditolak dan Ha2 diterima artinya terdapat pengaruh yang signifikan antara promosi terhadap Keputusan pembelian. Promosi dan kualitas pelayanan terhadap Keputusan pembelian secara simultan diperoleh persamaan regresi Y = 6,396 + 0,488X1 + 0,358X2, nilai koefisien korelasi diperoleh sebesar 0,787, nilai koefisien determinasi 65,9%, Uji hipotesis diperoleh nilai F hitung > F tabel atau 78,082 > F tabel 3,940. Dengan demikian Dengan demikian H03 ditolak dan Ha3 diterima. Artinya terdapat pengaruh yang signifikan secara simultan Promosi dan kualitas pelayanan terhadap Keputusan pembelian. Kata Kunci: promosi; kualitas pelayanan; keputusan pembelian