THE EFFECT OF PROMOTION, SERVICE QUALITY, AND PRODUCT VARIATION ON PURCHASE DECISIONS AT THE VENTELA SHOE STORE IN SALATIGA

Abstract

The increasingly fierce competition in the shoe retail business demands that companies understand the factors that influence consumer purchasing decisions. This study aims to analyze the influence of promotions, service quality, and product variety on purchasing decisions at the Ventela Shoe Store in Salatiga. The study used a quantitative approach with an explanatory research method. The study population was all consumers of the Ventela Shoe Store in Salatiga, whose number is unknown. A sample of 97 respondents was determined using the Lemeshow formula with a nonprobability sampling technique through purposive sampling. Data were collected using a questionnaire and analyzed using descriptive statistics, validity tests, reliability tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination tests using SPSS. The results showed that promotions had a positive and significant effect on purchasing decisions, while service quality and product variety did not have a significant effect partially. However, simultaneously, all three variables had a significant effect on purchasing decisions. The implications of the study indicate that the Ventela Shoe Store in Salatiga needs to prioritize strengthening its promotional strategy, followed by efforts to maintain service quality and ensure product availability according to consumer needs to increase customer loyalty.