Abstract :
The purpose of this research is to study the effects of service quality consisted of
tangibles, realibility, responsiveness, assurance, empathy, price and promotion towards
customer purchasing decision in Blitzmegaplex Grand Indonesia.
This study uses multiple regression analysis. Data is obtained by distributing 100
questionaires to respondents who ever been visiting Blitzmegaplex Grand Indonesia. The
results of this research shows that the quality of service, price and promotion overall
significant on purchasing decision. Tangibles has no significant effect on purchasing
decision with beta coefficients of - 0.040 and with a significance level 0.768. Realibility has
no significant effect on purchasing decision with beta coefficients of - 0.091 and with a
significance level 0.526. Responsiveness has no significant effect on purchasing decision
with beta coefficients of 0.027 and with a significance level 0.839. Assurance has no
significant effect on purchasing decision with beta coefficients of 0.282 and with a
significance level 0.105. Empathy has no significant effect on purchasing decision with beta
coefficients of - 0.036 and with a significance level 0.841. Prices were also has no
significant effect on purchasing decisions with beta coefficients of 0.197 and with a
significance level 0.144. Promotion has significant effect on purchasing decisions with beta
coefficients of 0.408 and with significance level 0.002.
As a variable which has significant effect to purchasing decisions, promotion should
be more attractive to attract new consumers to watch on Blitzmegaplex Grand Indonesia.
Keywords : service quality, tangibles, realibility, responsiveness, assurance, empathy, price,
promotion, purchasing decision.