The Influence Of Service Quality And Promotion On Consumer Purchasing Decisions At Rumoh Tuha Coffee And Roastery Bireuen

Abstract

This study aims to analyze the influence of service quality and promotion on purchase decisions at Rumoh Tuha Coffee and Roastery Bireuen. The research subjects are consumers who make purchases at the location. A sample of 90 respondents was taken using Hair's formula. Data analysis was conducted using a multiple linear regression model with SPSS version 25.0 software. The t-test results show that service quality (t-value 6.966 > t-table 1.987; significance 0.000 < 0.05) and promotion (t-value 4.245 > t-table 1.987; significance 0.001 < 0.05) have a significant influence on purchase decisions. The F-test results indicate that the regression model is significant (F-value 207.296 > F-table 3.10; significance 0.000 < 0.05), meaning that service quality and promotion together significantly influence purchase decisions. The R-test results show a strong correlation between the independent and dependent variables (R = 0.909). The R Square test results reveal that 82.7% of the variation in consumer purchase decisions can be explained by service quality and promotion, while the remaining 17.3% is influenced by other variables not examined in this study.