The influence of price and service quality towards customer purchase decision at Guntur Farm, Binjai

Guntur, Ratnawati (2021) The influence of price and service quality towards customer purchase decision at Guntur Farm, Binjai. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Eggs are popular affordable protein source for people. Consumption of eggs will increase along with population growth. To understand the factors influencing consumer purchase decision, egg suppliers or sellers need to pay more attention to price and service quality as variables that influence purchase decision. The research design used in this research are quantitative, descriptive and correlational method in order to determine the relationship between price and service quality towards purchase decision. This research is conducted with nonprobability sampling method, which is convenience sampling method with sample size of 50 customers of Guntur Farm. Pre-test is conducted with data from 30 additional respondents. The primary data is gathered by using interview and questionnaire while secondary data is obtained from journals, news, and government publications. Data is analyzed using multiple linear regression, t-test and F test. The regression equation obtained for this research is Y = 4.860 + 0.493 Price + 0.362 Service Quality + 2.986. T-test shows that tcount for price (X1) is 4.122 and service quality (X2) is 3.333 which indicates that price and service quality have partial influence towards purchase decision. Result of F test gives Fcount value of 40.053, which indicates that price and service quality simultaneously influence purchase decision. The correlation coefficient between price and service quality towards purchase decision is 0.794, which shows that there is strong positive correlation between the independent and dependent variables. R square value of 0.63 shows that 63% of purchase decision is influenced by price and service quality while other 34% is influenced by other factors./Telur merupakan sumber protein yang populer bagi masyarakat. Konsumsi telur akan meningkat seiring pertumbuhan populasi. Untuk memahami faktor-faktor yang memengaruhi keputusan pembelian pelanggan, penjual telur harus lebih memerhatikan harga dan kualitas pelayanan sebagai variabel-variabel yang memengaruhi keputusan pembelian. Desain penelitian yang digunakan pada penelitian ini adalah metode kuantitatif, deskriptif dan korelasional untuk menentukan hubungan antara harga dan kualitas pelayanan terhadap keputusan pembelian. Penelitian ini dilakukan dengan metode pemilihan sampel tak acak yaitu metode sampling aksidental dengan ukuran sampel 50 pelanggan dari Guntur Farm. Tes awal dilakukan dengan data dari 30 responden tambahan. Data primer dikumpulkan dengan wawancara dan kuesioner sedangkan data sekunder didapatkan dari jurnal, berita dan publikasi pemerintah. Data dianalisis dengan regresi linear berganda, uji t dan uji F. Persamaan regresi yang didapatkan yaitu Y = 4.860 + 0.493 Price + 0.362 Service Quality + 2.986. Uji t menunjukkan bahwa thitung untuk harga (X1) sebesar 4.122 dan thitung untuk kualitas pelayanan (X2) sebesar 3.333. Hasil uji t mengindikasikan bahwa ada pengaruh parsial dari harga dan kualitas pelayanan terhadap keputusan pembelian. Hasil dari uji F memberikan nilai Fhitung sebesar 40.053 yang mengindikasikan bahwa terdapat pengaruh simultan harga dan kualitas pelayanan terhadap keputusan pembelian. Koefisien korelasi antara harga dan kualitas pelayanan terhadap keputusan pembelian adalah 0.794 yang menunjukkan bahwa ada korelasi positif yang kuat antara variabel-variabel independen dan dependen. Nilai R square 0.63 menunjukkan bahwa 63% keputusan pembelian dipengaruhi oleh harga dan kualitas pelayanan sedangkan 34% lainnya dipengaruhi oleh faktor lain.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Guntur, RatnawatiNIM03011170142guntur.ratnawati@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorKaban, Lila MariaNIDN0107068301lila.kaban@uph.edu
Uncontrolled Keywords: price; service quality; purchase decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 11909 not found.
Date Deposited: 05 Aug 2021 09:39
Last Modified: 18 Jan 2022 03:33
URI: http://repository.uph.edu/id/eprint/41136

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