Pengaruh Kualitas Pelayanan dan Kegiatan Promosi terhadap Keputusan Pembelian di Platform E-Commerce Klik Indomaret
indonesia
DOI:
https://doi.org/10.54259/manabis.v5i3.8465Kata Kunci:
Service Quality, Promotional Activities, Purchase Decision, E-Commerce, Klik IndomaretAbstrak
This study examines the influence of Service Quality and Promotional Activities on Purchase Decisions on the Klik Indomaret e-commerce platform, both partially and simultaneously. A quantitative method with a survey approach was used, involving 104 active users of the Klik Indomaret application in the Bekasi area selected through purposive sampling. Data were collected via questionnaire during March–April 2026 and tested using validity (r-table = 0.195) and reliability tests (Cronbach's Alpha > 0.60). Data were analyzed using classical assumption tests, multiple linear regression, and hypothesis testing (R², partial t-test, simultaneous F-test). Results show that Service Quality has a positive and significant partial effect on Purchase Decisions (t = 3.290 > 1.984, sig. = 0.001), Promotional Activities also have a positive and significant partial effect (t = 4.902 > 1.984, sig. = 0.000), and both variables simultaneously have a positive and significant effect (F = 83.212 > 3.086, sig. = 0.000). The R Square value of 0.622 indicates that both variables explain 62.2% of the variation in Purchase Decisions. The regression equation Y = 4.474 + 0.310X₁ + 0.484X₂ shows that Promotional Activities have a more dominant effect than Service Quality on Purchase Decisions of Klik Indomaret consumers.
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Referensi
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