THE INFLUENCE OF SERVICE MARKETING MIX ON CONSUMER PURCHASING DECISIONS IN NAL CATERING IN PALU CITY

Penulis

  • Faigah A Badjamal

Abstrak

This research aims to find out the marketing mix and service quality simultaneously influence purchasing decisions at NAL catering in Palu City; at NAL catering in the city of Palu. In this research, the sample population was 70 respondents. Multiple linear regression analysis tool. The results of the research show that r: the calculation results obtained a sig F(0.000) value <0.05. Thus it can be stated that the results are the same. -same (simultaneously) independent variable has a significant influence on the dependent variable. For the marketing mix variable, the calculation results show that the regression coefficient value is 0.459, while the sinification t value is 0.000. Thus the sig t value is <0.05 at the 95% confidence level. So it can be stated that the marketing mix variable has a significant effect on purchasing decisions in NAL Catering Palu City, for the service quality variable, the calculation results show that the regression coefficient value is 0.510, while the t significance value is 0.000. Thus the sig t value <0.05 at the 95% confidence level. So it can be stated that the service quality variable has a significant effect on purchasing decisions at NAL catering in Palu city. The results of the determination test (model reliability) show an R-Squere value of 0.488 or 48.8%. This means that 48.8% of the dependent variables are influenced by the two independent variables, the rest of the dependent variables are influenced by other variables that were not studied. Keywords: Marketing Mix, Service Quality, Purchasing Decisions.

Unduhan

Diterbitkan

2023-11-08