THE EFFECT OF PROMOTION AND SERVICE QUALITY ON REPURCHASE DECISION: CASE STUDY LYCO COFFE AND PLACE CONSUMERS AT SAMPANG

Authors

  • Zulviar Anas
  • Faisol Faisol

DOI:

https://doi.org/10.21927/ijma.2024.5(2).548-556

Keywords:

Promotion, Service Quality, Repurchase Decision

Abstract

The aim of this research is to analyze the influence of service quality on repurchase decisions (case study Lyco Coffee and Place consumers at Sampang). The number of samples in this study was 75 respondents using the incidental sampling method. This research uses a multiple linear regression analysis method. The results of this research show that there is a simultaneous influence on the variables (promotion and service quality) on repurchase decisions, it can be seen that the significant value is below 0.05 and the calculated F value is (63.522) ˃ F table (3.12). The results of this research also show that the calculated t value for the promotion variable is (3.557), service quality is (4.302) which is greater than the t table (1.993), so it is stated that there is an influence on repurchase decisions. In the determination test, there was an influence of 62.8% of the independent variables (promotion and service quality) on the dependent variable (repurchase decision). Meanwhile, 37.2% is influenced by other variables and is not included in this regression analysis, such as location, price, brand image, brand equity and others.

References

Al Idrus, S. (2019). Kualitas Pelayanan dan Keputusan Pembelian. Media Nusa Creative.

Azizah, A., & Prasetio, A. (2019). Pengaruh Promosi Penjualan di Instagram, Lokasi dan Kualitas Layanan terhadap Keputusan Pembelian (studi kasus pada Kanz Coffee & Eatery). Jurnal Manajemen dan Bisnis, Vol. 3 No. 2.

Adila, S.N, & Aziz, N. (2019). Pengaruh Strategi Promosi terhadap Keputusan Pembelian yang dimediasi oleh minat beli pada konsumen Restoran KFC cabang khatib Sulaiman Padang. OSF Preprints.

Diyatma, A. J. (2017). Pengaruh Promosi melalui Media Sosial Instagram terhadap Keputusan Pembelian Produk Saka Bistro & Bar. E-Proceeding of Management, Vol. 4 No. 1.

Kotler, P. (2004). Manajemen Pemasaran, Edisi millennium. Jakarta: Prehallindo.

Kotler, P., & Amstrong, G. (2008). Prinsip-prinsip Pemasaran, Jilid 1, edisi 12. Jakarta: Erlangga.

Kotler, P., & Keller, K.L. (2009). Manajemen Pemasaran, Edisi 13 Jilid 2. Jakarta: Erlangga.

Katrin, I.L., Masharyono, D.S. (2018). Pengaruh Promosi terhadap Keputusan Pembelian di Restoran Javana Bistro Bandung. Jurnal Universitas Pendidikan Indonesia, Vol. 3, No.1, pp. 246-254.

Listia, B. (2017). Pengaruh Kualiatas Layanan dan Atmosfer gerai terhadap Keputusan Pembelian Ulang pada Restauran Rindu Kampoeng, kota Busan, Korea Selatan. Jurnal Manajemen: Universitas Komputer Indonesia.

Mursyid, A. (2019). Pengaruh Kualitas Layanan, Fasilitas dan Pengambilan Keputusan terhadap Kepuasan Konsumen pada Real Cafe di Makassar. Jurnal Manajemen Pemasaran: Universitas Negeri Makasar.

Prastika, R. D., & Sugiono. (2017). Pengaruh Kualitas Layanan dan Keragaman Produk Terhadap keputusan pembelian Pada Leopard Café way Jepara Lampung Timur. Jurnal DINAMIKA, Vol. 3 No. 1, pp. 36-47.

Rinnanik et al. (2021). Ilmu Manajemen Di Era 4.0. Penerbit Adab

Sugiyono. (2012). Statistik untuk penelitian. Alfabeta : Bandung

Sugiyono. (2017). Metode Penelitian Bisnis Pendekatan Kuantitatif, Kualitatif, Kombinasi dan R&D. Bandung: Alfabeta.

Sunyoto, Danang. (2016). Manajemen Pemasaran. CV Andi Offset:Yogyakarta

Sholihat, A. (2018). Pengaruh Promosi Penjualan dan Kualitas Layanan terhadap Keputusan Pembelian di Krema Koffie. JOM FISIP, Vol. 5 No 1, pp. 1-15.

Tjiptono, F., & Chandra, G. (2005). Service, Quality, and Satisfaction. Yogyakarta: Penerbit Andi.

Zeithaml, Valarie, A., Parasuraman, A., & Berry, L. (1990). Delivering Quality

Downloads

Additional Files

Published

2024-08-11

Issue

Vol. 5 No. 2 (2024)

Section

Articles

License

Authors who publish with this journal agree to the following terms:

1. Authors retain copyright and grant the journal right of first publication, with the work [SPECIFY PERIOD OF TIME] after publication simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).