Pengaruh Kualitas Pelayanan Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian ( Studi Pada Konsumen Spon Flowers Lumajang)

Abstract

Sponge flowers are an innovation product of artificial flowers or fake flowers that were created to meet the needs of beauty. Without using real flowers, one can decorate the room as desired, therefore sponge flowers are an alternative for people who like beauty so that they can enjoy the nuances of the original and minimize the level of expenditure. This study aims to determine how much influence the perception of service quality, product quality, and promotion has on purchasing decisions for sponge flowers (study on consumers of Lumajang sponge flowers). The research method used in this research is quantitative. Data were collected through questionnaires, and in this study the number of respondents used was 60 respondents. The population in this study is infinite and the sampling technique used is the purposive sampling technique. Hypothesis testing is done by using multiple regression analysis techniques. After partial testing or t-test, the following results were obtained: 1) the quality of service had no effect on the decision to purchase sponge flowers in Lumajang. 2) Product quality does not affect the purchase decision of sponge flowers in Lumajang. 3) Promotion does not affect the decision to buy sponge flowers in Lumajang. 4) the value of the coefficient of determination (R2) produced is 0.047 or 4.7% % of purchasing decisions can be explained by the variables of Service Quality, Product Quality, and Promotion Quality