Pengaruh Promosi dan Kualitas Pelayanan terhadap Keputusan Pembelian melalui Aplikasi Alfagift pada Masyarakat Kecamatan Cisarua Kabupaten Bandung Barat

Nurul Maulani Hasanah; Umi Narimawati

doi:10.37481/sjr.v9i2.1444

Authors

Nurul Maulani Hasanah Universitas Wanita Internasional
Umi Narimawati Universitas Komputer Indonesia

DOI:

https://doi.org/10.37481/sjr.v9i2.1444

Keywords:

Promotion, Service Quality, Purchasing Decision, Digital Retail, Alfagift

Abstract

The rapid growth of digital retail applications has intensified competition among modern retailers, requiring effective promotional strategies and reliable service quality to influence consumer purchasing decisions. This study aims to analyze the effect of promotion and service quality on purchasing decisions through the Alfagift application among residents of Cisarua District, West Bandung Regency. A quantitative approach with a descriptive–verificative method was employed. Data were collected from 100 Alfagift users using an online questionnaire based on a five-point Likert scale. The data were analyzed using multiple linear regression, supported by t-test, F-test, and coefficient of determination (R²) with SPSS version 27. The results show that promotion has a positive and significant effect on purchasing decisions (t = 2.212; sig. = 0.029). Service quality also has a positive and significant effect and demonstrates a stronger influence on purchasing decisions (t = 4.181; sig. = 0.000). Simultaneously, promotion and service quality significantly affect purchasing decisions (F = 12.212; sig. = 0.000). The coefficient of determination indicates that 20.1% of purchasing decision variation is explained by these variables. The findings highlight that improving service quality, supported by relevant and consistent promotional activities, is essential to strengthen consumer purchasing decisions in digital retail applications.

References

APJII. (2023). Laporan survei penetrasi dan perilaku pengguna internet Indonesia. Asosiasi Penyelenggara Jasa Internet Indonesia.

Assauri, S. (2021). Manajemen pemasaran. PT RajaGrafindo Persada.

Belch, G. E., & Belch, M. A. (2023). Advertising and promotion: An integrated marketing communications perspective (13th ed.). McGraw-Hill Education.

Firmansyah, A. (2020). Perilaku konsumen: Sikap dan pemasaran. Deepublish.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.

Hardani, Auliya, N. H., Andriani, H., et al. (2020). Metode penelitian kualitatif & kuantitatif. Pustaka Ilmu.

Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson Education.

Lupiyoadi, R. (2019). Manajemen pemasaran jasa (Edisi 4). Salemba Empat.

Nirwana, N., Asia, N., & Naim, M. R. (2023). Pengaruh kualitas pelayanan dan promosi terhadap keputusan pembelian. Jurnal Riset Manajemen, 1(3), 286-299.

Nurdin, I., & Hartati, S. (2019). Metodologi penelitian sosial. Media Sahabat Cendekia.

Pratama, R., Handayani, S., & Lestari, D. (2024). Digital promotion and consumer purchasing decisions in online retail platforms. Jurnal Manajemen Pemasaran, 18(1), 45-56.

Putri, R. A., & Ramadhan, F. (2023). Kualitas pelayanan digital dan pengaruhnya terhadap keputusan pembelian konsumen e-commerce. International Journal of Economics and Management Analysis, 3(1), 55-65.

Riyanto, S., & Hatmawan, A. A. (2020). Metode riset penelitian kuantitatif. Deepublish.

Sangadji, E. M., & Sopiah. (2019). Perilaku konsumen: Pendekatan praktis. Andi Offset.

Santoso, S. (2021). Analisis data menggunakan SPSS. Elex Media Komputindo.

Setiadi, N. J. (2020). Perilaku konsumen: Perspektif kontemporer. Kencana.

Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Sulthon, N., & Faiz, A. (2022). Pengaruh pelayanan terhadap keputusan pembelian pada platform layanan digital. Jurnal Aplikasi Bisnis, 8(1), 1-10.

Sunyoto, D. (2021). Strategi pemasaran. CAPS Publishing.

Suryani, T. (2021). Perilaku konsumen di era internet. Graha Ilmu.

Swastha, B., & Handoko, T. H. (2020). Manajemen pemasaran: Analisis perilaku konsumen. BPFE.

Tjiptono, F. (2020). Strategi pemasaran (Edisi 4). Andi Offset.

Tjiptono, F., & Chandra, G. (2020). Service, quality, dan satisfaction (Edisi 5). Andi Offset.

Wardhana, A. (2024). Service quality dan e-service quality dalam era digital. CV Eureka Media Aksara.

Yulianto, A., & Prabowo, R. (2024). Pengaruh promosi digital terhadap keputusan pembelian pada platform e-commerce. Jurnal Ekonomi dan Bisnis, 7(1), 972-982.