PENGARUH HARGA, PROMOSI, DAN KUALITAS PELAYANAN TERHADAP MINAT BELANJA KONSUMEN (Studi Kasus di Department Store di Kota Medan)

Rifqah Harahap

Abstract

ABSTRACK

The purpose of this study was to determine the effect of price, promotion, and service quality partially and simultaneously affect the buying interest in   Department Store. This research uses a quantitative method. The sample in this study was 70 customers. The analysis technique used is multiple linear regression analysis, hypothesis testing using the t-test partially and the f-test simultaneously with a significance level of 0.05 and the coefficient of determination (R²). t-test shows that price partially has no effect and is not significant on buying interest  in   Department Store with a value of t-count < t-table that is (1,725 < 1,9956) and a significant value of 0.089 > 0.05, Promotion partially has a significant effect on buying interest in   Department Store with a value of t-count > t-table that is (3,009 < 1,9956) and a significant value of 0.004 < 0.0, and service quality partially has a significant effect on buying interest in   Department Store with the value of t-count > t-table is (3,694< 1.99656) and the significant value is 0.000 < 0.05. Simultaneous test (F-test) shows that price, promotion ,and service quality have a simultaneous effect on buying interest in   Department Store with a value of F-count > F-table (20,526 > 2.74) and a significant value of 0.000 < 0.05. The result of the coefficient of determination (R²), Adjusted R Square is 0,459 or 45,9%, while the remaining 54,1% is influenced by other variables not discussed in this study.