THE EFFECT OF SERVICE QUALITY AND PHYSICAL FACILITIES ON CONSUMER PURCHASE DECISIONS (STUDY ON ALFAMART MINIMARKET)

초록

Purchasing decisions are always phenomenal for business actors and are blamed on consumers or the public, where purchasing decisions to Alfamart Minimarkets throughout the Tangerang Regency area can be increased based on service quality variables and physical facilities. The purpose of this study was to find out and analyze the magnitude of the effect of service quality and physical facilities on purchasing decisions at Alfamart minimarkets, quantitative research methods, data sources were obtained by distributing questionnaires to Alfamart minimarket respondents in the Tangerang district of 86 respondents, data analysis techniques using software SPSS 25 for measuring measurements and measurements in multiple regression including the F test and T test and R2 test. The results of this study indicate that the effect of service quality on purchasing decisions is 53.14%, significantly and positively with the effect that if an increase or increase in the proportion of service quality is made, it can increase purchasing decisions from perceived service quality by 28.1%. there is a significant and positive effect of physical facilities on purchasing decisions of 67.89%. With its influence, if an increase or increase in the proportion of physical facilities is carried out, it can increase the purchase decision from physical facilities by 53.33%. and there is a simultaneous effect of service quality and physical facilities on decisions by 71.40% which is significantly positive, if an increase or increase in the proportion of service quality and physical facilities can increase purchasing decisions from perceived purchases by 28.1% and physical facilities by 53.33%.