The effect of customer satisfaction towards purchase decision at Koi The, Sun Plaza Medan

Velda, Velda (2021) The effect of customer satisfaction towards purchase decision at Koi The, Sun Plaza Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

A business must ensure that its customers are satisfied. This research has several issues with the title "The Effect of Customer Satisfaction towards Purchase Decision at KOI Thé, Sun Plaza, Medan." Which are concerned with the atmosphere or ambiance, as well as products and services. According to Waluya and Iqbal (2019), the results show that the greatest factor which influences purchasing decisions is customer satisfaction. Companies can further enhance the alertness of service staff in responding to customer complaints and quickly provide solutions to customer complaints. Expectation, performance, comparison, experience, and confirmation and disconfirmation are all indicators of customer satisfaction. Customers' decisions concerning product form, brands, seller, and time of purchase are all indicators of purchase decision. The author utilized 176 sample customers in this study. The author also applied accidental technique sampling. To calculate all of the results, the author applies SPSS 25. The result of this research shows that Customer Satisfaction does have effect towards Purchase Decision at KOI Thé, Sun Plaza, Medan. While as seen from the hypothesis test, which stated that Ha (alternate hypothesis) is approved and Ho (null hypothesis) is rejected. The result can be seen if the tcount > ttable and the significance value is smaller than 0,05. On this research, the tcount value is 12,648 and ttable value is 1,974, also the significance value is 0,000. In response to these concerns, the author suggests that employees ask for an accurate view of any transaction so that they may get direct feedback, improve promotions, and re-consider revising the name of KOI Thé for customers in their forties. / Sebuah bisnis harus memastikan bahwa pelanggan puas. Penelitian ini memiliki beberapa masalah dengan judul " Pengaruh kepuasan pelanggan pada keputusan pembelian di KOI Thé, Sun Plaza, Medan ." Terutama yang bersangkutan dengan suasana, serta produk dan layanan. Menurut Waluya dan Lqbal (2019), hasilnya menunjukkan bahwa faktor terbesar yang mempengaruhi keputusan pembelian adalah kepuasan pelanggan. Perusahaan dapat lebih jauh meningkatkan kewaspadaan staf layanan dalam menanggapi keluhan pelanggan dan cepat memberikan solusi untuk keluhan pelanggan. Harapan, kinerja, perbandingan, pengalaman, dan konfirmasi dan disconfirmation adalah semua indikator kepuasan pelanggan. Produk, merek, penjual dan waktu pembelian adalah semua indikator keputusan pembelian. Penulis menggunakan 176 pelanggan dalam pengambilan sampel dalam penelitian ini. Penulis juga menggunakan teknik pengambilan sampel yang tidak disengaja. Untuk menghitung semua hasil, penulis mengaplikasi SPSS 25. Hasil penelitian ini menunjukkan bahwa Kepuasan Pelanggan berpengaruh terhadap Keputusan Pembelian di KOI Thé, Sun Plaza, Medan. Dilihat dari uji hipotesis yang menyatakan bahwa Ha disetujui dan Ho ditolak. Hasil tersebut dapat dilihat jika thitung (12,648) > ttabel (1,974) dan nilai signifikansi lebih kecil dari 0,05. Dimana nilai signifikansi di dalam penelitian ini adalah 0,000. Dalam menanggapi kekhawatiran ini, penulis menyarankan bahwa karyawan meminta pandangan yang Akurat Dari setiap transaksi sehingga mereka dapat mendapatkan umpan balik langsung, meningkatkan promosi, dan re-mempertimbangkan merevisi nama KOI Thé bagi pelanggan dalam usia empat tahun.

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