FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PELANGGAN DALAM MENGGUNAKAN JASA RENTAL ARENA OLAHRAGA BILLIAR DI BANJARMASIN

Abstract

The purpose of this research study were 1) to increase knowledge and scientific insight about the factors that influence a customer's decision to use billiard sports rental services; 2) Can be used as consideration for the company in the selection daalm advertising print media as promotion media; 3) To enrich the existing research and can be used as a comparison of sub sequentresearch. This type of research is quantitative, which is a study that aims to obtain verification of a hypothesis, using logistic regression test and partial correlation analysis test. The results showed: (1) Simultaneously advertising factors, the physical appearance of buildings, and reference groups have a positive and significant relationship to the customer's decision to use billiard sports arena rental services. (2) Advertising factors have a dominant contribution in influencing customer decisions in using billiard sports arena rental services. Regression model used in this study is the logistic regression model and by testing the feasibility study that the logistic regression test is considered feasible and valid. Given the logistic regression is not based on Ordinary least Square (OLS) so that the classical assumptions are not necessary.