PENGARUH PELAYANAN, PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA KONTER AHMADI CELL DI KECAMATAN BESUKI KABUPATEN SITUBONDO

Abstract

The results of multiple linear regression indicate that the service variable (X1), product (X2), and promotion (X3) have a positive influence on the purchasing decision variable (Y). it is shown in the results of multiple linear regression analysis Y= -2.775E-16 + 0.562X1 + 0.258X2 + 0.183X3 + e which shows the value for the service variable is tcount 7.274 > ttable 1.985. it means that the service variable has a partial effect on purchasing decisions. The value for the product variable is tcount 4.463 > ttable 1.985. This means that the product variable has a partial effect on purchasing decisions. The value for the promotion variable is tcount 2,531 > ttable 1,985. This means that the promotion variable has a partial effect on purchasing decisions at the Ahmadi Cell Counter located in Besuki District, Situbondo Regency. The F test shows the Fcount 136.964 > Ftable 2.70, so it can be concluded that the Service, Product and Promotion variables have a simultaneous effect on purchasing decisions. Based on the dominant test, the value of the Service variable is greater than the other variables of 7.274. The coefficient of determination or R square shows a value of 0.812. from these results it can be concluded that all independent variables (Services, Products and Promotions) have a contribution of 81.2% to the dependent variable (purchase decisions) with a level of influence "Very strong", and the remaining 18.8% is influenced by these variables. ot.