PENGARUH PERILAKU KONSUMEN, KUALITAS PELAYANAN DAN PROMOSI TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK DI TOKO ALFAMART PINTU 3 BIDA AYU SEI BEDUK

Abstract

Retail trade (retail) is a very strategic trade in Indonesia because it is able to absorb labor and the agricultural sector. The purpose of this study was to determine the effect of consumer behavior, service quality and promotion on purchasing decision making. The population of this research is the consumers of Alfamart Pintu 3 Bida Ayu Sei Beduk in the period from January to June 2020, amounting to 1,176 people. The sample consisted of 92 respondents, who were taken by random sampling method. Data analysis used multiple regression and hypothesis testing and used SPSS version 23. The results of this study concluded that the variable consumer behavior had a significant effect with the t-count value of 7.887> 1,662 t-table and a significance of 0.000 1,662 t-table and a significance of 0.006 1,662 t-table and a significance of 0.000 2.74 f-table with a significant level of 0.000 <0.05, then simultaneously have a significant effect on purchasing decisions.