THE EFFECT OF PROMOTION AND SERVICE QUALITY ON REPURCHASE DECISION: CASE STUDY LYCO COFFE AND PLACE CONSUMERS AT SAMPANG
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.
Keywords
Full Text:
PDFReferences
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
DOI: http://dx.doi.org/10.21927/ijma.2024.5(2).548-556
Editorial Office:
Faculty of Islamic Economics and Business, Universitas Alma Ata
Jl. Brawijaya No.99, Jadan, Tamantirto, Kec. Kasihan, Kabupaten Bantul, Daerah Istimewa Yogyakarta 55184
IJMA by http://ejournal.almaata.ac.id/index.php/IJMA is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.