PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP MINAT PEMBELI DI PT.YYYY

Abstract

The purpose of this study was to determine and analyze the effect of promotion and service quality on buyer interest at PT.YYYY. This research is explanatory research and uses a survey method. The research population is PT.YYYY total consumers are 300 people with a research sample of 75 people. The data analysis method used in this research is descriptive analysis and multiple linear regression using SPSS 25 software, where the independent variables include promotion and service quality and the secondary variable is the interest of product buyers at PT.YYYY. The results of the study using multiple linear regression analysis show that (F test) the value of f count is 50.398 and f table is 3.12 with sig 0.05. The value of f count (50.398)> f table (3.12) and sig of 0.000 0.05 and t table = 1.666, t count < t table, the promotion variable (X1) partially has no effect on buyer interest (Y), the research hypothesis H0 is accepted. Service Quality Variable (X2) E_Kpel with a variable t count of 8.828 with a significance of 0.000 t table 1.666 so that the service quality variable partially affects buyer interest, research hypothesis H1 is accepted.