Physical evidence promotion on consumer decisions in using bowling sport services

  • Muhammad Fajar Ariwibowo Universitas Sriwijaya, Jalan Srijaya Negara, Palembang, Sumatera Selatan, Indonesia
  • Zakaria Wahab Universitas Sriwijaya, Jalan Srijaya Negara, Palembang, Sumatera Selatan, Indonesia
  • Raden Isnanta Universitas Sriwijaya, Jalan Srijaya Negara, Palembang, Sumatera Selatan, Indonesia
  • Isnurhadi Isnurhadi Universitas Sriwijaya, Jalan Srijaya Negara, Palembang, Sumatera Selatan, Indonesia
Keywords: JSC bowling arena, Palembang, physical evidence, promotion, purchase decision

Abstract

This study aimed to determine the effect of physical evidence promotion on consumer decisions using the bowling sport industry services, a case study at the JSC bowling arena in Palembang. The data used were the primary data by distributing questionnaires to 100 people who have played bowling at the JSC bowling arena in Palembang. The analysis technique used is multiple linear regression analysis. The results obtained from multiple linear regression analysis are physical evidence promotion according to the model suitability influencing consumer decisions using the bowling sport industry services in the JSC bowling arena. However, people partially do not affect consumer decisions using the bowling sports industry's services at the JSC Bowling Center Arena. This research is expected to be a reference for choosing which variables are better used in future studies at the JSC Bowling Center Arena. Therefore, this research can be a reference to increase visitor sales figures in the following year.

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Published
2020-09-10
How to Cite
Ariwibowo, M. F., Wahab, Z., Isnanta, R., & Isnurhadi, I. (2020). Physical evidence promotion on consumer decisions in using bowling sport services. International Journal of Social Sciences and Humanities, 4(3), 22-28. https://doi.org/10.29332/ijssh.v4n3.445
Section
Research Articles