Pengaruh Promosi Digital Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Pada Wisata Kuliner Bakso Kribo Di Kota Bogor

Vollständiger Abstract

Worum geht es in dieser Arbeit?

This study aims to empirically examine the effect of Digital Promotion and Service Quality on consumer Purchase Decisions at the Bakso Kribo outlet in Bogor City. This research uses a quantitative approach with data collection methods through the distribution of Likert-scale questionnaires. Sampling was conducted using a purposive sampling technique with a total of 150 respondents who are consumers of Bakso Kribo. Data were analyzed using the SPSS program through research instrument testing (validity and reliability), classical assumption testing, multiple linear regression analysis, and hypothesis testing (t-test and F-test). The results showed that partially, Digital Promotion has a positive and significant effect on Purchase Decisions (t-count 8.778 > t-table 1.976; Sig. 0.000). Service Quality also partially has a positive and significant effect on Purchase Decisions (t-count 11.289 > t-table 1.976; Sig. 0.000). Simultaneously, Digital Promotion and Service Quality have a positive and significant effect on Purchase Decisions (F-count 99.034 > F-table 3.057; Sig. 0.000) with an influence contribution of 57.4% based on the coefficient of determination test (). The conclusion of this study proves that management needs to continuously optimize attractive digital promotional strategies and maintain service reliability to sustainably increase purchase decisions. Keywords: Digital Promotion, Service Quality, Purchase Decision, Consumer Behavior, Marketing Management.