Pengaruh Kualitas Pelayanan, Harga, Promosi dan Kepercayaan Merek terhadap Keputusan Pembelian Customer Hot Wheels pada Hobbiesshop Diecast

Abstract

The rapid growth of the hobby and collectible industry in Indonesia, particularly diecast products such as Hot Wheels, has intensified market competition and shifted consumer behavior from mere consumption to lifestyle and investment orientation. This study aims to analyze the influence of service quality, price, promotion, and brand trust on customer purchasing decisions at HobbiesShop Diecast. A quantitative approach with a survey method was employed, involving 80 respondents selected through purposive sampling. Data were collected using structured questionnaires with a Likert scale and analyzed using multiple linear regression. The results indicate that service quality, price, and promotion have a positive and significant effect on purchasing decisions, with promotion emerging as the most dominant factor. Conversely, brand trust does not have a significant partial effect. However, simultaneously, all variables significantly influence purchasing decisions. The coefficient of determination shows that 76.3% of the variation in purchasing decisions can be explained by the independent variables. These findings suggest that in the diecast hobby market, consumers prioritize functional and immediate factors such as promotional activities, competitive pricing, and responsive service over brand-related perceptions. This study contributes to marketing literature and provides practical insights for businesses to enhance effective promotional strategies, maintain service quality, and set competitive prices to improve purchasing decisions.