The Influence of Service Quality and Location on Purchasing Decisions in Alfamart Consumers Prumpung Market Bogor Regency

Abstract

This study aims to determine the influence of service quality and location on purchasing decisions for Alfamart Pasar Prumpung consumers partially and simultaneously. The population of this study amounted to 11,728 with a sample of 100 respondents using the Slovin formula. Data analysis techniques use simple linear regression tests, multiple linear regression tests, correlation coefficient tests, determination coefficient tests, t tests and f tests. The results of the partial study of service quality have a positive and significant effect on purchasing decisions with a calculated value of 13,156 > table 1,985 and a significant 0,000 < 0.05. Location partially has a positive and significant effect on Purchasing Decisions with a calculated value of 13,937 > table 1,985 and a significant value of 0,000 < 0.05. Simultaneously, service quality and location have a positive and significant effect on Purchasing Decisions with Fcalculate values of 103.126 > Ftable 3.090 and significant 0.000 < 0.05 with a contribution of 68.0%.