Pengaruh Orientasi Pasar, Kualitas Layanan, Kepuasan Konsumen Dan Keunggulan Bersaing Terhadap Keputusan Pembelian Pada King Perabot Kota Pinang

Abstract

This study aims to determine the influence of market orientation, quality of Service, Consumer Satisfaction and competitive advantage on purchasing decisions at King Furniture Kota Pinang. This Type Of Research Is Associative Research. Data collection in this study was conducted through a survey approach with the type of quantitative descriptive research by distributing questionnaires to 35 respondents, while the population used in this study is the King Furniture Pinang city.Data collection techniques were carried out by interviews, questionnaires and documentation studies.Data analysis tools used in this study using SPSS (Statistical Product Software Solution).Data analysis techniques in this study are descriptive analysis, multiple linear regression analysis, hypothesis testing using partial significant Test (t test), simultaneous significant test (F test), and coefficient of determination test (R2). The results of this study showed partially (t test) is known that market orientation has a significant effect on purchasing decisions at King Furniture Kota Pinang. Quality of Service signifkan effect on the purchase decision on the King Furniture Kota Pinang, consumer satisfaction signifkan effect on the purchase decision on the King Furniture Kota Pinang then competitive advantage signifkan effect on the purchase decision on the King Furniture Kota Pinang on simultaneous testing (test F) note that market orientation, quality of Service, Consumer Satisfaction and competitive advantage signifkan influence on purchasing decisions at King Furniture Kota Pinang through testing coefficient of determination (R Square) 7.30% means that market orientation, quality of Service, Consumer Satisfaction and competitive advantage significant effect on purchasing Decision5, 32% the remaining 4.70 % is influenced by other variables that are not examined in this research.