The influence of service quality, product quality, and display on customer buying implus (case study at the Morodari Lamongan store)

Abstract

The aim of this research is to find out whether Service Quality (X1), Product Quality (X2), and Display (X3) have an impact on Consumer Impluse Buying (Y). This research uses quantitative research methods, the sample in this research is 100 respondents, and the sampling used is Accidental Sampling. The independent variables in this research are Service Quality, Product Quality, and the Dependent Variable is Customer Buying Impulse. The analytical tools used are validity test, reliability test, classic assumption test (normality test, multicollinearity test, heteroscedasticity test, autocorrelation test), multiple linear regression test, coefficient of determination test, multiple correlation test, t test and f test. From the research results it can be seen that there is a variable influence from the partial test results X1 (Service Quality) obtained a t count value of 4.574> t table of 1.984, t test X2 (Product Quality) obtained a t count value of 4.135> t table of 1.984, t test X3 ( Display) obtained a t count value of 3.724 > t table of 1.984, and from the multiple linear regression test the result was Y = -0.264 + 0.280 X1 + 0.268 X2 + 0.208 in multiple linear regression tests. And the Service Quality variable (X1) has a dominant influence compared to the product quality and display variables on customer purchasing impulses for Marodadi shop consumers Sukodadi Branch.