The Pengaruh Perilaku Konsumen dan Kualitas Pelayanan Terhadap Keputusan Pembelian Martabak Bangka Terang Bulan Arum Medan

Abstract

. This study aims to determine the effect of consumer behavior and service quality on purchasing decisions at Martabak Bangka Terang Bulan Arum Medan. The variables used in this research are Consumer Behavior and Service Quality as the independent variables and Purchase Decision as the dependent variable. The research method used is descriptive research. Data collection techniques using questionnaires (statements). Data analysis techniques in this research are validity test, reliability test, classical assumption test, multiple regression analysis, t test, F test, and coefficient of determination. The results of the discussion explained that the partial test (t test) showed that each of the variables of Consumer Behavior and Quality of Service on Martabak Purchase Decision. While the simultaneous test (f test) that the effect of Consumer Behavior and Service Quality on Martabak Purchase Decision. The value of Determination R Square of 0.473 means that the independent variables consisting of Consumer Behavior and Service Quality can explain Martabak Purchase Decision of 47.30% and the remaining 52.70% influenced by other factors that come from outside this research model such as perceived value, product quality, price, satisfaction and various other variables.