MARKETING MIX AND SERVICE QUALITY CAN INFLUENCE PURCHASING DECISIONS Siti Maryam Asara1, Rosida Adam2, Lindanur Sipatu2, Fatlina2
1Students of PSDKU Management Study Program, Tadulako Tojo University Una-Una
2Lecturers of the Department of Management , Faculty of Economics and Business , Tadulako University
Abstract
Purchasing decisions can be influenced by various things, including the marketing mix and service quality. This study aims to determine and analyze the effect of marketing mix and service quality on purchasing decisions. This type of research is quantitative research, focusing on knowing the cause-and-effect (causal) relationship with a cross sectional approach. The population in this study were all consumers of Al-Risky Optics. The sample size was 60 respondents and used accidental sampling technique. Data collection techniques using questionnaires that have been tested for validity and reliability and analyzed using Multiple Linear Regression. The results showed that the average marketing mix variable was 3.73, the average service quality variable was 4.35. Partially or simultaneously, marketing mix variables and service quality have a significant effect on purchasing decisions at All Rizky Optics. The adjusted R square value of 26.3% indicates that purchasing decisions are influenced by marketing mix variables and service quality by 26.3%. Efforts that can be made by All Rizky Optics are to improve product quality, promotion and service quality.
Keywords: Marketing Mix, Service Quality, Purchase Decision
