ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA AMWAY STORE PONTIANAK

Abstract

The purpose of this study was to determine and analyze whether service quality factors (tangibility, reliability, responsiveness, assurance, empathy) have a positive influence on purchasing decisions at Amway store Pontianak simultaneously and partially. Amway is a company engaged in tiered marketing or network marketing. Products marketed include beauty, health, fitness, household and agricultural products. The research location chosen is the city of Pontianak. This research is an associative research with a quantitative approach. The sampling technique is simple random sampling. In writing this study, the author uses the associative method with a causal form. Data collection through questionnaires. Methods of data analysis using multiple regression analysis. Based on the results of multiple correlation analysis (R), it can be concluded that there is a strong relationship between the independent variables (Tangibles, Reliability, Responsiveness, Assurance, Empathy) on the dependent variable (purchase decisions). Based on the characteristics of the respondents, the majority of respondents in this study were aged 17-25 years, female, student work, monthly income of Rp.2,500,000 - 5,000,000, respondents with an average final education of SMA/SMK/equivalent, and had visited Amway store Pontianak more than 1 time visit. The results showed that the service quality variables (tangibility, reliability, responsiveness, assurance, empathy) jointly affected the purchasing decision partially