Pengaruh Kualitas Pelayanan, Promosi, dan Kualitas Produk Terhadap Keputusan Pembelian Kopi Kenangan di Kota Batam
DOI:
https://doi.org/10.55606/jurrie.v5i2.9953Keywords:
Product Quality, Promotion, Purchasing Decisions, Service QualityAbstract
This study aims to examine and prove the influence of service quality, promotion, and product quality on purchasing decisions of Kopi Kenangan in Batam City. The study population includes all consumers who have purchased Kopi Kenangan products in Batam City with a total of 4000 individuals, so the sample determination was carried out using the Slovin formula through a purposive sampling technique and obtained 100 respondents. Research data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination, and hypothesis testing through t-tests and F-tests. The results showed that service quality influenced purchasing decisions by 31.3%, promotion by 23.1%, and product quality by 17.8%. The coefficient of determination (R²) value of 78.6% indicates that purchasing decisions of Kopi Kenangan in Batam City can be explained by these three independent variables, while the remaining 50.5% is influenced by other factors not included in the research model. The results of partial and simultaneous tests indicate that service quality, promotion, and product quality have a positive and significant influence on purchasing decisions of Kopi Kenangan in Batam City.
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