The Influence of Service Quality and Promotion on Purchasing Decisions of Electronic Products at Maxi Store Sultan Alauddin Makassar

Abstract

Abstract This study is quantitative research aimed at examining the influence of service quality and promotion on purchasing decisions for electronic products at Maxi Store Sultan Alauddin Makassar. The research sample was taken from customers of Maxi Store Sultan Alauddin Makassar. The data used in this study are quantitative in nature, obtained through distributed questionnaires that are directly related to the research problem. Data collection techniques included observation and questionnaire distribution. The data sources consist of both primary and secondary data. The research instrument applied in this study was a literature-based method. Data analysis was conducted using statistical calculations with the Statistical Package for the Social Sciences (SPSS) version 26. The results show that service quality and promotion have a positive and significant effect on purchasing decisions. Furthermore, the variables of service quality and promotion, when considered simultaneously, also have a positive and significant influence on consumers’ decisions to purchase electronic products. The findings suggest that service quality should be continuously improved and promotional strategies should be expanded, as both factors play a crucial role in shaping consumer purchasing decisions.