PENGARUH POTONGAN HARGA, KELENGKAPAN PRODUK, CITRA PERUSAHAAN DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA KOP MART KARYA GUNA LEMBEYAN

Dino Riyadi Hermawan, Karuniawati Hasanah

Abstract


This research aims to prove empirically the influence of price cuts, product completeness, company image and service quality on purchasing decisions at Kop Mart Karya Guna Lembeyan. This research is a quantitative study with a sample size of 384 people. Limeshow sampling method. Data collection uses a questionnaire distributed via Google Form. The data analysis technique uses testing tools in the form of Structual Equation Modeling (SEM) with smartPLS Version 3.0. The results of this research show that (1) price discounts do not influence purchasing decisions at Kop Mart Karya Guna Lembeyan, (2) product completeness influences purchasing decisions at Kop Mart Karya Guna Lembeyan, (3) company image influences purchasing decisions at Kop Mart Karya Guna Lembeyan, (4) service quality influences purchasing decisions at Kop Mart Karya Guna Lembeyan.

 

Keywords: Discount, Product Completeness, Company Image, Service Quality, Purchasing Decisions


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