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

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.