PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW CABANG PANBIL MALL KOTA BATAM

Abstrak

Service quality is very important for every company, seen as a major factor in product
selection. Customer fulfillment will be achieved if the quality of goods is in accordance with
customer requirements. By providing good service to customers will greatly influence
purchasing decisions and provide good final results for the company. Not only service quality
but promotion is important in fostering a sense of belonging to the product. Promotion also
provides good quality service to customers. Because by building good and clear services, it
will have a positive impact on both parties to build mutual trust, with mutual trust and no
hesitation. Many choices must be made by companies in creating promotional techniques at
the individual item level. This analysis utilizes a descriptive study design through a
quantitative approach. Using the SPSS application issue 25 to assist in this research. The
sample used was 257 resource persons with random determination. Information collection
is carried out through the provision of questionnaires, service quality and promotions were
fairly distributed, where the independent variables were no multicollinearity and
heteroscedasticity were found. When service quality has a definite good consequence on
the desire to buy, and the promotion variable has a good consequence on the desire to buy.
Meanwhile, the f test simultaneously defines if the service quality and supply variables have
a good impact on the desire to buy.

Keywords: Service Quality, Promotion, Purchase Decision.