PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SPAREPART MOBIL KARYA BERSAMA MOTOR DI SAMARINDA

Abstract

       This study aims to determine and analyze the influence of service quality and promotion on the purchase decision of Karya Bersama Motor car spare parts in Samarinda. The theoretical basis used in this study includes the quality of waiters and promotion of purchasing decisions.

      This study was conducted on buyers of Karya Bersama Motor Car Spare Parts, the population of this study used unknown population categories and samples were taken as many as 45 respondents with the NonProbability Sampling method with purposive sampling techniques. Data collection was carried out by distributing questionnaires from googleform using Likert scale. The analysis tool used in this study is multiple linear regression using the SPSS statistical program version 25.

      The results of this study show that: 1) Service quality has a positive and significant influence on the decision to purchase car spare parts Karya Bersama Motor in Samarinda. That is, the better the quality of service provided, the stronger it is to create a decision to purchase car spare parts Karya Bersama Motor in Samarinda. 2) Promotion has a positive and significant effect on the decision to purchase car spare parts Karya Bersama Motor in Samarinda. That is, the better the promotion given, the stronger the meal to create a decision to purchase car spare parts Karya Bersama Motor in Samarinda. 3) Service quality variables and promotions have a positive and significant effect on the decision to purchase car spare parts Karya Bersama Motor in Samarinda. That is, if the quality of service and promotion together improves, purchasing decisions will also increase.