PENGARUH KUALITAS PRODUK, PROMOSI DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUNGA ANGGREK BULAN DI PT. EKAKARYA GRAHA FLORA KEMANG - JAKARTA SELATAN
Abstract
In this global era, company are faced in competitive condition which is increasing so required to be more creative and innovative in offering something that worth it compared to the competitors. Competition in business world will pushing company to race to become a market leader. The point of this research is to know the influence of product quality, promotion, and service quality of purchase decision. Sample in this research are 100 person consumers in Ekakarya Graha Flora Gallery in Kemang which count using Slovin formulas with Non Probability Sampling methods with giving questionnaire using Simple Random Sampling. Instrument of research used as measuring instrument in this research become questionnaire with Likert scale. After the answer result of questionnaire were given had process using Microsoft Excel 2007 and SPSS 21. Multiple regression analysis Y = 2,601 + 0,301x1 + 0,395x2 + 0,184x3. The most effected independent variable to dependent variable is Promosi variable (0,395) followed by variable of product quality (0,301), and variable of service quality (0,184). Result of T test proves that three independent variable ( product quality, promotion, and service quality) have positive influence and significant of dependent variable is the purchase decision. Adjusted R Square determination coefficient obtained by 0,736, it means 73,6% purchase decision was affected by brand image, price, and product quality while the rest 26,4% was affected by anothers variable which is not included in this study.
