Maunadi, Irwin Alfirochmah (2023) Pengaruh Kualitas Pelayanan Jasa Foto Dan Promosi Terhadap Keputusan Pembelian Konsumen Artirasa Photo Di Malang. Undergraduate thesis, Fakultas Ekonomi Dan Bisnis Universitas Merdeka Malang.

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Abstract

The need for photo services is very necessary in the current era among various groups,from young to old. The quality of photo services at Artirasa Photo was evaluated tounderstand the extent of its influence on consumers' future purchasing decisions,including analysis of the impact of photo service promotions on purchasing decisions.The data collection technique in this research uses a questionnaire. The researcherdecided to choose the answer categories SS, S, TS, STS to see whether they agreed ordisagreed. In this research, the reason is that the questionnaire was carried out onlineusing "google forms". Based on the results of multiple linear regression analysis. Servicequality has a significant influence on purchasing decisions. Especially the most dominantis variable X1.1 (3.76%), namely Artirasa Photo has complete and professionalequipment so it has high credibility with its customers. Based on the results of hypothesistesting. Service quality has a significant influence on purchasing decisions. Especially themost dominant variable is X2.1 (3.7%), namely the Artirasa Photo advertisement, so it issignificantly proven that promotions are very influential in customer purchasing decisions.Overall, the results of the analysis show that decisions to purchase photo services atArtirasa Photo are jointly influenced by service quality and promotion, with the variablesof credibility of Artirasa Photo equipment and advertising being the most dominant factorsin influencing consumer purchasing decisions

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