Increasing Consumer Purchasing Decisions with Sales Promotion and Service Quality

Increasing Consumer Purchasing Decisions with Sales Promotion and Service Quality

Sales Promotion, Service Quality, Purchasing Decision.

This study aimedto determine the impact of sales promotion and service quality on purchasing decisions for Emina products in Lazada e-commerce,either partially or simultaneously. The study's approach makes use of a quantitative method. The sample is 96 respondents to Emina users who shop at Lazada e-commerce. The non-probability sampling method wastaken bydistributing questionnaires to the population in Tangerang City. Records were analyzed using SPSS version 26 software program. The studies resulted in sales promotion having anadvantageous and giant impact on purchasing decisions on Emina products in Lazada e-commerce, service quality having a positive and significant effect on purchasing decisions on Emina products in Lazada e-commerce, as well as sales promotion and service quality simultaneously havea positive and significant effect on purchasing decisions on Emina products in Lazada e-commerce, sales promotion has a more have an impact on than service quality on purchasing decisions. Test the studies model of 49.3%

HumairohHumairoh1*, Mohammad Annas2

https://dinastipub.org/DIJEFA/article/view/1823/1268

Universitas Muhammadiyah Tangerang

16 May 2023

Humairoh

PDF

English

Text