PENGARUH PROMOSI ONLINE DAN KUALITAS PELAYANANTERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO UCAB JAYA MAKASSAR

Indri Anggreni. 2022. The Effect of Online Promotion and Service Quality on Consumer Purchase Decisions at the Ucab Jaya Makassar Store, supervised by Andi Widiawati dan Bahrul Ulum Ilham.The purpose of this study was to determine whether online promotion, service quality affect consumer purchasing decisions. This type of research includes quantitative descriptive research. The population used in this study are consumers who buy products online and feel the quality provided by the company, and make purchases by coming directly to the Ucab Jaya Store.
The method used in collecting data by researchers is the Questionnaire Method. There were 100 questionnaires distributed which could be in processed.
The data is tested for data quality by using the validity test and also reliability test. After testing the quality of the data, it is then tested using the classical multiple
regression assumption test. The classical assumption test used consisted of normality test, multicollinearity test and heteroscedasticity test. Then the data were analyzed using the coefficient of determination test, partial test (t) and
simultaneous test (f).
The results of this study are the influence of online promotion and service quality on consumer purchasing decisions at the Ucab Jaya Makassar Store.
Online Promotion (X1) has a positive and significant effect on Purchase Decisions (Y) at the Ucab Jaya Makassar Store. Service Quality (X2) has a positive and significant effect on Purchase Decisions (Y) at the UcabJaya Makassar Store.