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All Journal Jurnal PADMA: Pengabdian Dharma Masyarakat Jurnal Ad'ministrare
Kasmad Kasmad
Universitas Pamulang, Tangerang Selatan, Banten, Indonesia
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Jurnal Ad'ministrare

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The Effect of Promotion Strategy and Quality of Service on Consumer Purchase Decisions at Tendean Branch Mcdonald's In Jakarta Selatan Kasmad Kasmad
Jurnal Ad'ministrare Volume 9, Issue 2, July-December 2022
Publisher : Pendidikan Administrasi Perkantoran, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (238.311 KB) | DOI: 10.26858/ja.v9i2.37747

Abstract

This study aims to determine the effect of promotional strategies and service quality on consumer purchasing decisions at McDonald's Tendean Branch in South Jakarta. The method used is explanatory research with analytical techniques using statistical analysis with regression, correlation, determination and hypothesis testing. The results of this study that Promotion Strategy has a significant effect on purchasing decisions by 37.0%, hypothesis testing is obtained t count > t table or (7,580 > 1,989). Service quality has a significant effect on purchasing decisions by 50.9%, hypothesis testing is obtained t count > t table or (10.088 > 1.989). Promotion strategy and service quality simultaneously have a significant effect on purchasing decisions with the regression equation Y = 9.146 + 0.257X1 + 0.527X2 and the contribution of the influence is 56.8%, hypothesis testing is obtained F count > F table or (63.656 > 2.770).
Co-Authors Hastono Hastono Sarwani Sarwani