The Impact of Service Quality and Promotion on Purchasing Decisions on Online Transportation Consumers

  • Dharmawaty Djaharuddin STIEM Bongaya Makassar
Keywords: Service Quality, Promotion, Purchase Decisions

Abstract

Residents of Makassar Settlement, the city of the most online consumers on the island of Sulawesi, consider technology in transportation a viable choice since it is considered both feasible and inexpensive. The purpose of this study would be to determine the impact of service quality and promotion on online transportation consumers' purchase decisions in Makassar. Data was collected by distributing questionnaires, with such several 75 respondents were processed into study data. The instrument viability test (validity and reliability), the classical assumption test, multiple linear regression analysis, and research design are the user data analysis methods. The partial test findings indicate that service efficiency directly influences customer decisions and that the promotion variable has a direct influence on consumer decisions. The prevailing test reveals how, as applied to the promotion component, service efficiency does have the largest effect on customer decisions, with a contribution value of 43.5 percent. According to the study's findings, online transportation companies maintain and improve the quality of their services while also remembering to offer regular promotions to influence consumer decisions positively.

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Published
2021-03-15
Section
Artikel