Pengaruh Promosi dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen di Indomaret Wilayah Kecamatan Gubeng Kota Surabaya

Abstract

This study aims to analyze the influence of promotions and service quality on consumer purchasing decisions at Indomaret stores in the Gubeng District of Surabaya City. The background of this research stems from intense competition in the retail industry, which demands companies to enhance attractiveness through optimal promotional strategies and improved service quality. In facing these challenges, it is crucial for retail companies like Indomaret to understand the factors influencing consumer purchasing decisions to formulate appropriate strategies. This research employs a correlational method to measure the relationship between the variables of promotion and service quality with consumer purchasing decisions. Data were collected through a survey conducted among Indomaret customers in the Gubeng District of Surabaya City, with a sample size of 100 randomly selected consumers to ensure the representativeness of the research findings. The survey included various questions designed to evaluate consumer perceptions of Indomaret's promotions and the service quality they received. Data analysis utilized multiple linear regression to determine the influence of each independent variable—promotion and service quality—on the dependent variable, consumer purchasing decisions. The results indicate that both promotion and service quality significantly influence consumer purchasing decisions at Indomaret in the Gubeng District of Surabaya City. This suggests that effective promotional strategies such as discounts and loyalty programs, along with high service quality such as staff friendliness and service speed, can enhance consumer purchasing decisions. The conclusion emphasizes the importance for retail companies to develop and implement innovative promotional strategies and continuously improve service quality. Thus, Indomaret can maintain and increase consumer loyalty, and compete more effectively in the competitive retail industry. This research contributes significantly to understanding consumer behavior in the retail context and serves as a reference for other retail companies in designing effective marketing strategies.