The effect of service quality towards purchasing decision at PT Indomas Tirta Kencana Abadi Medan

Beguiristen, Vinardo (2019) The effect of service quality towards purchasing decision at PT Indomas Tirta Kencana Abadi Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study aims to analyze the effect of service quality towards purchasing decision at PT Indomas Tirta Kencana Abadi Medan PT Indomas Tirta Kencana Abadi (PT INTIKA) which was founded in 2012 is a distributor company engaged in the field of food (FMCG) and non food. PT INTIKA is the distributor for FMCG such as Interbis, Regal, Double Swallow Sun jelly powder, Barco Coconut Oil, Maknyuss & Ayam Jago Rice, Yeo's, King Fisher Sardines and non-food products such as Sensi diapers. The object in this study was customer at PT Indomas Tirta Kencana Abadi period from January 2018 until Desember 2018 which amount 183 customers as population including repeat and non repeat customer. As a sample, writer take sample which amount 86 customers with purposive sampling with criteria the customer must have done the transaction more than three times transaction in 2018. Based on the analysis that has been made the results which are the coefficient of correlation is 0.826 which means that there is positive and strong relationship between service quality and purchase decision. The coefficient of determination is 0.682 which means that purchase decision can be explained by service quality in amount of 68,2% and simple linear regression analysis is Y = 7.170 + 0.835 X. It indicates that each increasing service quality in 1 unit, then purchase decision variable with increase in amount of 0.835. Based on Z-test compared to Ztable (7,615 > 1,96). Thus, hypothesis alternative (Ha) is accepted that service quality has effect towards purchasing decision at PT Indomas Tirta Kencana Abadi Medan. As a recommendation for company must providing good service and responsiveness to customers and improve their quality of service to customer.

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