The effect of sales promotion and service quality on customer buying decision pet flakes at PT Komitama Maju Perkasa, Medan

Yang, Katherine (2021) The effect of sales promotion and service quality on customer buying decision pet flakes at PT Komitama Maju Perkasa, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this research was to find out the effect of sales promotion and service quality on customer buying decisions PET flakes at PT Komitama Maju Perkasa Medan. Sales promotion is a media and non-media marketing effort to stimulate trial and error, increasing demand from customers, or improve product quality. Service quality is a dynamic condition relates to products, services, human resources, processes, and environments that meet or exceed expectations. Customer buying decision includes the determination of what to buy or not to make a purchase, which is based on the results obtained from the activities or activities before the purchase. The method of data collection in this research is done by using questionnaire distribution technique. The sampling technique was done by using questionnaires. The population and samples were taken at PT Komitama Maju Perkasa Medan as many as 78 companies with saturation sampling. The method of data analysis is multiple linear regression analysis. The simultaneous test proves that sales promotion and service quality effect customer buying decision PET flakes at PT Komitama Maju Perkasa Medan. The partial test also proves that sales promotion affect customer buying decision and service quality affect customer buying decision PET flakes at PT Komitama Maju Perkasa Medan. The recommendation for the company is that the company is expected to be able to show samples of the processed PET Flakes to customers when they come to the company and employees must be more responsive in providing good service so that customer purchasing decisions can improve./Tujuan penelitian ini adalah untuk mengetahui pengaruh promosi penjualan dan kualitas pelayanan terhadap keputusan pembelian pelanggan PET flakes pada PT Komitama Maju Perkasa Medan. Promosi penjualan adalah upaya pemasaran media dan non-media untuk meransang trial dan error, meningkatkan permintaan dari pelanggan, atau meningkatkan kualitas produk. Kualitas pelayanan adalah kondisi dinamis berkaitan dengan produk, layanan, sumber daya manusia, proses, dan lingkungan yang memenuhi atau melampaui harapan. Keputusan pembelian pelanggan meliputi penentuan apa yang harus dibeli atau tidak untuk melakukan pembelian, yang berdasarkan pada hasil yang diperoleh dari kegiatan atau kegiatan sebelum pembelian. Metode pengumpulan data penelitian ini dilakukan dengan menggunakan teknik penyebaran kuesioner. Teknik pengambilan sampel dilakukan dengan kuesioner. Populasi dan sampel diambil di PT Komitama Maju Perkasa Medan sebanyak 78 perusahaan dengan sampling jenuh. Metode analisis data adalah analisis regresi linear berganda. Uji simultan membuktikan bahwa promosi penjualan dan kualitas pelayanan berpengaruh terhadap keputusan pembelian pelanggan PET flakes pada PT Komitama Maju Perkasa Medan. Uji parsial juga membuktikan bahwa promosi penjualan berpengaruh terhadap keputusan pembelian pelanggan dan kualitas pelayanan berpengaruh terhadap keputusan pembelian pelanggan PET flakes pada PT Komitama Maju Perkasa Medan. Rekomendasi untuk perusahaan adalah perusahaan diharapkan dapat menunjukkan sampel hasil olahan PET flakes kepada pelanggan sewaktu datang ke perusahaan dan karyawan harus lebih tanggap lagi dalam memberikan layanan yang baik agar keputusan pembelian pelanggan dapat meningkat.

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