Pengaruh Kualitas Layanan dan Lokasi Terhadap Keputusan Pembelian Produk UKMM di Kota Sukabumi

Rully Mochmad Ichssan, Endang Naryono, Yepi Sopian, Riyanto

Sari


Tujuan penelitian ini adalah untuk mengetahui pengaruh Kualitas Layanan (X1), Lokasi (X2) terhadap Keputusan Pembelian (Y) pada PT. Honda Perdana Kota Sukabumi. Penelitian ini deskriftif assosiatif dan verifikatif dengan teknik penarikan sampe menggunakan teknik purfosive sampling dengan jumlah sampel sebesar 75 sampel. Teknik analisis data yang digunakan meliputi uji instrumen, uji asumsi klasik, uji regresi, uji determinasi dan uji hipotesis serta analisis regresi berganda. Berdasarkan uji parsial t­test Kualitas Layanan (X1) memiliki pengaruh signifikan terhadap Keputusan Pembelian (Y), Lokasi (X2) memiliki pengaruh signifikan terhadap Keputusan Pembelian (Y) sedangkan uji simultan Kualitas Layanan (X1 ) dan Lokasi (X2) memiliki pengaruh signifikan terhadap Keputusan Pembelian. Dalam uji analisis determinasi Kualitas Layanan (X1) dan Lokasi (X2) memiliki pengaruh sebesar 27.5% terhadap Keputusan Pembelian (Y) dengan arah korealasi searah artinya kenaikan pada Kualitas Layanan (X1) dan Lokasi (X2) akan mengakibatkan kenaikan pada Keputusan Pembelian (Y) begitupula sebaliknya.

Kata Kunci : Kualitas Layanan, Lokasi, Keputusan Pembelian, Endang Naryono


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Referensi


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DOI: https://doi.org/10.37531/yume.v9i1.11318

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