ANALISIS PROMOSI DAN KUALITAS PELAYANAN TERHADAP  KEPUTUSAN PEMBELIAN DI ALFAMART SONGGOM

Winda Sofiana Sundari; Slamet Bambang Riono; Dwi Harini

doi:10.55606/jimak.v1i2.494

Winda Sofiana Sundari Universitas Muhadi Setiabudi
Slamet Bambang Riono Universitas Muhadi Setiabudi
Dwi Harini Universitas Muhadi Setiabudi

DOI: https://doi.org/10.55606/jimak.v1i2.494

Keywords: Keywords: Promotion, Quality of Service, and Purchasing Decisions

Abstract

The decision to purchase household products of residents of Songgom, Songgom District, Brebes Regency decreased. The number of components that consumers consider in choosing an item is due to business developments in the trade sector. This makes buyers more specific in determining purchase decisions, for example at PT Sumber Alfaria Trijaya (Alfamart). This research was conducted in Alfamart, Songgom District, Brebes Regency. The existence of business competition makes Alfamart Songgom need to improve promotional procedures in increasing the number of buyers. The aim of this research is to determine the influence of promotion and service quality on purchasing decisions at Alfamart Songgom. The data used is primary data by distributing questionnaires to consumers at Alfamart Songgom. The population in this study were visitors or buyers at Alfamart Songgom. The number of samples in this test was 145 respondents who were determined using the Slovin formula. The data analysis procedures used are instrument tests, classical assumption tests, multiple regression tests. The results of the t test obtained a promotion variable sig value of 0.001 < a α value (0.05), a service quality variable of 0.010 < a α value (0.05, so it was declared to have a partial effect. The results of the F test obtained a sig value. of 0.000 < 0.05, explaining that promotion and service quality have a significant influence on purchasing decisions at Alfamart Songgom.

References

D. Dumadi, S. B. . Riono, and M. Mulyamin, “Pengaruh Harga Jual dan Merek Produk terhadap Minat Beli Konsumen (Studi Kasus di Konter Andika Cell Losari)”, Jecma, vol. 2, no. 1, pp. 45–56, Aug. 2021.
Mukson Mukson and Syariefful Ikhwan and Slamet Bambang Riono. 2021. “Orientation of Entrepreneurship and Innovation in Improving the Company's Performance through Business Strategy”. Journal JKBM (Jurnal Konsep Bisnis dan Manajemen), 8 (1) November 2021
Ma'ruf Hidayati, “Pengaruh Kualitas Pelayanan, Persepsi Harga dan Promosi terhadap Keputusan Pembelian pada Pelanggan Alfamart di Jalan Tangkuban Perahu, Kerobokan Badung,” 2018.
Fransiska Novi Erviandari. “Pengaruh Harga, Kelemgkapan Produk, dan Lokasi terhadap Minat Beli Ulang Konsumen”. Skripsi Fakultas Ekonomi, Universitas Sanata Dharma.
Yulianto, A. ., Mukson, M., Saeful Bachri, O. ., Bambang Riono, S., & Ernitawati, Y. . (2020). Manajemen Tatakelola BUMDES: Mengelola Pemasaran Produk. JAMU : Jurnal Abdi Masyarakat UMUS, 1(01).
Maria Agatha Sri Widyanti Hastuti, “Pengaruh Promosi terhadap Keputusan Pembelian (Studi Pada Pemilihan Tempat Kos Mahasiswa di Tulungagung),” Jurnal Ecobuss, p. 4, 2020.
Tjiptono, F. 2015. Strategi Bisnis Pemasaran. Yogyakarta: Andi
Reny Wilijia Sihite, “Pengaruh Kualitas Pelayanan dan Promosi terhadap Kepuasan Konsumen di Alfamart Marchelia Batam,” p. 7, 2020.
Kaharu, “Pengaruh Gaya Hidup, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian pada Cosmic,” Jurnal Ilmu dan Riset Manajemen, p. 24, 2016.
Kotler, P. dan Keller, K.L. 2016. Manajemen Pemasaran. Jakarta: Gelora Aksara Pratama
Kasmir. (2017). Customer Service Excellent Teori dan Praktik. Jakarta: RajaGrafindo Persada.
Aria Mulyapradana. 2020. Pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan di PT Tem´po Cabang Tegal. JEYSA: Jurnal Ekonomi dan Ekonomi Syariah, Vol. 3, No. 1 (2020).
Mutmainah, “Pengaruh Kualitas Layanan dan Citra Perusahaan terhadap Kepuasan dan Loyalitas Nasabah,” Jurnal Manajemen dan Pemasaran Jasa, p. 16, 2017.
Mukarom, Zaenal dan Muhibudin Wijaya Laksana. Manajemen Pelayanan Publik. Bandung: CV. Pustaka Setia, 2015.
Sartika, Sherly Novitasari and Mubyarto, Novi and Anita, Efni (2021) Pengaruh Perilaku Konsumen dan Kepuasan Konsumen terhadap Keputusan Pembelian Busana Muslimah pada Online Shop (Studi Kasus Mahasiswi Febi Uin Sts Jambi). Skripsi thesis, UIN Sulthan Thaha Saifuddin Jambi.
W. N. Faroh, “Analisa Pengaruh Harga, Promosi, dan Pelayanan terhadap Keputusan Pembelian,” Jurnal Kreatif, p. 22, 2017.
Dedhy Pradana, “Pengaruh Harga, Kualitas Produk dan Citra Merek Brand Image terhadap Keputusan Pembelian Motor,” Kinerja: Jurnal Ekonomi dan Manajemen. Bol. 19, No. 2 p. 8, 2022.
Komarudin, “Pengaruh Promosi dan Kualitas Pelayanan terhadap Kepuasan Pelanggan pada PT. Sumber Alfaria Trijaya (Alfamart) Wilayah Tangerang Selatan,” Jurnal Ekonomi Efektif, p. 10, 2020.
Gloria E.C. Suwu Johny A.F. Kalangi Olivia Walangitan. 2022. Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Meubel CV. Jorizco Putra Utama di Desa Leilem III. Jurnal Productivity, Vol. 3 No. 3, 2022.