THE INFLUENCE OF LOCATION AND SERVICE QUALITY ON CONSUMER PURCHASE DECISIONS AT BUSINESS UNIT KOPMA “ALMAMATER” UNM

Authors

  • Nurul Rahmi Fadilla University State of Makassar
  • Uhud Darmawan Natsir University State of Makassar
  • Ilham Wardhana Haeruddin University State of Makassar
  • Siti Hasbiah University State of Makassar
  • Zainal Ruma University State of Makassar

Keywords:

Location, Service Quality, Buying Decision

Abstract

The aim of the study was to determine the effect of location and service quality on consumer purchasing decisions made at one of the UNM "Alma mater" Kopma business units, namely Kopma Store 1. This study used a sample of 50 Kopma Store 1 consumers who had made a purchase. Data collection was carried out by questionnaires, interviews, documentation and observation. The data analysis techniques used are validity test, reliability test, classic assumption test, multiple linear regression analysis, hypothesis testing, and R determinant test. After processing the data using IBM SPSS 25, the results show that there is a partial or simultaneous influence between the variables. independent with the dependent variable as evidenced by the results of the location variable t test (X1) where the Tcount value is 3,120 > Ttable 2. 011 and a significance probability of 0.003 <0.05 and variable (X2) which has a Tcount of 8492 > Ttable 2011 and a significance probability of 0000 <0.05. Simultaneously obtained based on the results of the F test where the value of Fcount = 81,931 > Ftable = 3.20 and a significant probability of 0.000 <0.05 with a multiple linear regression equation, namely: Y = 5.071 + 0.213X1 + 0.472X2. The determinant value of r is 0.768. The most dominant variable influencing the decision is the service quality variable of 0.472. 0.05 with a multiple linear regression equation, namely: Y = 5.071+0.213X1+0.472X2. The determinant value of r is 0.768. The most dominant variable influencing the decision is the service quality variable of 0.472. 0.05 with a multiple linear regression equation, namely: Y = 5.071+0.213X1+0.472X2. The determinant value of r is 0.768. The most dominant variable influencing the decision is the service quality variable of 0.472.

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Published

2023-05-05

How to Cite

Nurul Rahmi Fadilla, Uhud Darmawan Natsir, Ilham Wardhana Haeruddin, Siti Hasbiah, & Zainal Ruma. (2023). THE INFLUENCE OF LOCATION AND SERVICE QUALITY ON CONSUMER PURCHASE DECISIONS AT BUSINESS UNIT KOPMA “ALMAMATER” UNM. Journal of Economics,Education,Business and Managements, 1(2), 119–132. Retrieved from http://pemudin.com/index.php/JEEBM/article/view/10