PENGARUH STRATEGI PEMASARAN DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN SAYUR DI PASAR RAHMAT

Abstract

This research aims to determine and analyze (1) the influence of marketing strategy on the decision to purchase vegetables at the Rahmat market, (2) the influence of service quality on the decision to purchase vegetables at the Rahmat market, (3) the influence of marketing strategy and service quality simultaneously on the decision to purchase vegetables at Rahmat Market.

This research was conducted on the people of Samarinda city who have purchased vegetables at Rahmat Market, this study used the Lemshow formula due to the unknown population category and the sample taken was 100 respondents using the non-probability sampling method, precisely purposive sampling. Data collection using the online questionnaire method via google form. The data analysis technique used is multiple linear regression analysis with the SPSS.

The results of the analysis show that (1) Marketing Strategy variables have a positive significant influence on vegetable purchasing decisions at Rahmat Market. (2) The Service Quality variable has a positive significant effect on the decision to purchase vegetables at Rahmat Market. (3) Simultaneously, marketing strategy and service quality have a significant effect on purchasing decisions with a presentation of 20%, while the remaining 80% are influenced by other variables  not examined