Pengaruh Kualitas Pelayanan, Promosi dan Gaya Hidup terhadap Keputusan Pembelian

Abstract

The purchase decision is the stage in the buyer's buying decision process where the consumer will actually buy. The purpose of this study was to determine the effect of service quality, promotion and lifestyle on purchasing decisions. The location of this research is at the Bali Music Fashion Store, Singapadu Tengah in Gianyar, Bali, the sample used is 135 respondents. The data analysis technique used is Validity Test, Reliability, Classical Assumptions, Multiple Linear Regression, Coefficient of Determination, t Test and F Test. Based on the results of the study it can be seen that: (1) service quality has a significant positive effect on purchasing decisions (2) promotion has an effect significant positive on purchasing decisions. (3) lifestyle has a significant positive effect on purchasing decisions. (4) simultaneously service quality, promotion and lifestyle have a significant effect on purchasing decisions. The magnitude of the influence of independent variables on purchasing decisions is 57%. Suggestions that can be given by researchers are that the Bali Music Fashion Store Singapadu Tengah in Gianyar, Bali is expected to always supervise employees at work, increase the intensity of promotions carried out, make products that suit the needs and lifestyle of consumers and provide complete information on social media or websites. which are owned.