The Influence Service Quality, Product Quality, and Sales Promotion Towards Purchase Decision at PT Mabar Feed Indonesia

Erina Alimin; Arief Rachman

doi:10.55681/jige.v5i3.3379

Authors

Erina Alimin Program Studi Manajemen, Universitas Pelita Harapan, Indonesia
Arief Rachman Program Studi Manajemen, Universitas Pelita Harapan, Indonesia

DOI:

https://doi.org/10.55681/jige.v5i3.3379

Keywords:

Service Quality, Product Quality, Sales Promotion, Purchase Decision

Abstract

The poultry industry in Indonesia is related to the business sectors of poultry farming, commercial egg and broiler production, as well as rural poultry production. This increase is in line with technological developments, especially in the increasingly modern cultivation (on farm) sector, so that the production process becomes faster and more efficient. What PT Mabar Feed Indonesia needs to pay attention to so that customers can survive is to pay attention to several aspects such as service quality, product quality and sales promotions which can make customers consider their purchasing decisions. Primary and secondary data were used in this research, the majority of respondents were men with an age range of 31-45 years and had made purchases more than four times. Questionnaires were distributed to 30 samples of customers at PT Expavert Nasuba whose validity and reliability tests needed to be measured and 58 sample respondents from PT Mabar Feed Indonesia were tested using the classic assumption test, multiple linear test and hypothesis test. In this research, the sampling method used was purposive sampling with a sample of PT Mabar Feed Indonesia customers and processing using SPSS V.29. The results of data testing show that service quality has a partial influence on purchasing decisions, product quality has a partial influence on purchasing decisions, sales promotions have a partial influence on purchasing decisions and purchasing decisions are simultaneously influenced by Service Quality, Product Quality and Sales Promotion.

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