Pengaruh Pengalaman Pelanggan, Testimoni Pelanggan Dan Kemudahan Pembayaran Terhadap Keputusan Pembelian Di Rina Grosir Poncokusumo

Abstract

Abstract

This study aims to analyze the influence of customer experience, customer testimonials, and payment convenience on purchasing decisions at Rina Grosir Poncokusumo. The research background is based on the increasing competition in the wholesale retail sector and the growing importance of understanding consumer behavior in formulating effective marketing strategies. This study employs an explanatory research method with a quantitative approach, involving 85 respondents selected through a purposive sampling technique. Data were collected using questionnaires developed from variable indicators and subsequently analyzed using multiple linear regression. The results indicate that customer experience, customer testimonials, and payment convenience simultaneously have a significant effect on purchasing decisions. Partially, each independent variable also demonstrates a positive and significant influence on purchasing decisions, implying that better shopping experiences, stronger testimonial credibility, and more convenient payment methods increase consumers’ likelihood of making purchases at Rina Grosir. These findings suggest that enhancing the quality of customer experience, managing customer testimonials effectively, and providing practical payment systems are strategic factors in strengthening consumer purchasing decisions.

Keywords: customer experience, customer testimonials, payment convenience, purchasing decisions