PENGARUH PELAYANAN, LOKASI DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN PADA PT. MATAHARI DEPERTMENT STORE MEDAN MALL

Evi Novalin Bako dan Enriani Handayani Sihombing

Abstract

The purpose of this study is to determine the effect of service, location, and product diversity on customer purchase decision, which is limited to Levis brand products. The type of this research is quantitative research. The population in this study are customers of PT Department Store Medan Mall namely 1,034 customers and the sample are 92 customers. The sampling technique used was random sampling. Data collection methods used are observation, interviews, questionnaires and documentation. The data analysis technique used is multiple linear regression and hypothesis testing. Data processing using SPSS version 20 application. The results of the research show that multiple regression analysis is Y=3,084+0,188 X1+0,829X2+0,214X3+e. The t-test obtained tcount value of 4.010 > tcount value of 1.987 for service, tcount value of 3.373 > t-value of 1.987 for location & t-value of 7.353 > t-value of 1.987 for product diversity, it can be said that partially service, location, and product diversity have a positive effect & significant impact on customer purchasing decisions. The result of the F test simultaneously is that the Fcount value is 688.040 > the Ftable value is 2.71 and the significance is 0.000. The result of the coefficient of determination obtained is 0.958, which means that 95.8% of the customer purchasing decision service variables are explained by variables, location, and product diversity. Meanwhile, the remaining 4.2% is explained by other factors outside of this research model.