The Influence of Service Quality, Promotion, and Location on Purchasing Decisions at the MR.DIY Margonda Store

Abstract

This study aims to analyze the influence of Service Quality (X1), Promotion (X2), and Location (X3) partially and simultaneously on Purchasing Decisions (Y) of consumers at MR. DIY Margonda Store, Depok. The research method used is a quantitative causality approach with a population of MR. DIY Margonda consumers. A sample of 130 respondents was determined through a purposive sampling technique with a Likert scale questionnaire instrument. Data were processed using SPSS 25 software including validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination (R²). The results of the study indicate that partially, Service Quality has a positive and significant effect on Purchasing Decisions (t count = 3.215 > t table = 1.979; sig = 0.002), likewise Promotion has a positive and significant effect (t count = 3.352 > t table = 1.979; sig = 0.001). Meanwhile, Location does not have a significant partial effect (t count = 0.664 < t table = 1.979; sig = 0.508). Simultaneously, Service Quality, Promotion, and Location have a positive and significant effect on Purchasing Decisions (F count = 19.597 > F table = 2.674; sig = 0.000). The R Square value of 0.318 indicates that 31.8% of the variation in Purchasing Decisions is explained by the three independent variables, while the remaining 68.2% is influenced by other factors outside this research model.