The influence of price and service quality towards purchasing decision at CV. Sejahtera Keramika Medan

Venny, Venny (2021) The influence of price and service quality towards purchasing decision at CV. Sejahtera Keramika Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study was to examine the effect of price and service quality on purchasing decisions at CV. Sejahtera Keramika Medan. The company engaged in the sale of ceramics and complete sanitary equipment such as closet, lavatory, shower, bathup, and faucet as well. There are several brands of ceramics that are sold, including Garuda Tile, Asia Tile, Mulia, Platinum, Ikad and Milan. The decline in purchasing decisions is the background of the problem in this study. Prices and service quality are suspected to support the decline in purchasing decisions that occur in the company. Descriptive analysis and causal study were used to analyze a sample of 96 customers. Respondents are customers of CV. Sejahtera Keramika Medan taken by using non-probability sampling with judgement sampling technique. Methods of data analysis using quantitative methods consisting of classical assumption test, multiple linear regression analysis, coefficient of determination, hypothesis testing (F test, t test). The distribution of the questionnaires has passed the validity and reliability tests. The results of hypothesis testing indicate that price and service quality have a positive effect on purchasing decisions on CV. Sejahtera Keramika Medan with a coefficient of determination of 59.2%, where the factors that influence purchasing decisions are price and service quality. It is recommended to the company to be able to set a competitive price in order to compete in the market by having promotion deals or discount on certain product, this will become customer attractiveness by company to visit and shop. In terms of service quality, companies must improve consumer complaints about the services they get from employees./Tujuan penelitian ini adalah untuk menguji pengaruh harga dan kualitas pelayanan terhadap keputusan pembelian pada CV. Sejahtera Keramika Medan. Perusahaan yang bergerak di bidang penjualan keramik dan perlengkapan saniter lengkap seperti closet, wc, shower, bathup, dan juga kran. Ada beberapa merk keramik yang dijual antara lain Garuda Tile, Asia Tile, Mulia, Platinum, Ikad dan Milan. Penurunan keputusan pembelian menjadi latar belakang masalah dalam penelitian ini. Harga dan kualitas pelayanan diduga mendukung penurunan keputusan pembelian yang terjadi di perusahaan. Analisis deskriptif dan studi kausal digunakan untuk menganalisis sampel dari 96 pelanggan. Responden adalah pelanggan CV. Sejahtera Keramika Medan yang diambil dengan menggunakan menggunakan non probability sampling dengan teknik judgement sampling. Metode analisis data menggunakan metode kuantitatif yang terdiri dari uji asumsi klasik, analisis regresi linier berganda, koefisien determinasi, uji hipotesis (uji F, uji t). Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Dari hasil pengujian hipotesis menunjukkan bahwa harga dan kualitas pelayanan berpengaruh positif terhadap keputusan pembelian pada CV. Sejahtera Keramika Medan dengan hasil koefisien determinasi sebesar 59,2%, dimana faktor yang mempengaruhi keputusan pembelian adalah harga dan kualitas pelayanan. Disarankan kepada perusahaan untuk dapat menetapkan harga yang kompetitif agar dapat bersaing di pasar dengan mengadakan promo / diskon pada produk tertentu, hal ini akan menjadi daya tarik pelanggan untuk berkunjung ke toko. Pada masalah kualitas pelayanan, perusahaan harus memperbaiki keluhan konsumen mengalami pelayanan yang mereka dapatkan dari karyawan.

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