The influence of brand awareness and service quality toward customer purchase decision in PT. Asian Bearindo Gemilang

Wu, Vincent (2021) The influence of brand awareness and service quality toward customer purchase decision in PT. Asian Bearindo Gemilang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Bearing, mechanical parts used to minimize fraction caused by working part in machine are nearly found in everything that has moving part like automobiles, airplanes, generators, etc. The fact where there are move vehicles and technology machines being operated in this world has made bearing one of the absolutely necessary part. PT. Asian Bearindo Gemilang has been facing decreasing customers purchase decision in the late 2020. In order to compete with other competitors, the company must be able to increase the brand awareness and service quality. This study aims to determine whether there is an influence of brand awareness and service quality towards customer purchase decision in PT. Asian Bearindo Gemilang. This study uses a quantitative method by distributing questionnaires to 84 respondents who are the existing customers of PT. Asian Bearindo Gemilang. The data analysis method used in this study is multiple linear regression by utilizing SPSS 28. The F-test resulted in Sig. value of < 0.01b and Fcount of 116.625 (Ftable = 3.11), indicated that H0 is rejected and Ha where brand awareness and service quality simultaneously have significant influence towards customer purchase decision in PT Asian Bearindo Gemilang is accepted. The t-test of both variables resulted in Sig. value of <0.01 and tcount of 5.287 and 5.639 (ttable = 1.9897). Therefore, both Ha where Brand awareness has a significant influence towards customer purchase decision in PT Asian Bearindo Gemilang, and service quality has a significant influence towards customer purchase decision in PT Asian Bearindo Gemilang are accepted. The most dominant factor of the two independent variables is service quality. This means, the higher the level of positive service quality and the greater the intensity of service quality, the higher the level of customer purchasing decision in PT. Asian Bearindo Gemilang./Bearing, sebuah bagian mekanis yang digunakan untuk meminimalkan gesekan yang terjadi pada bagian yang bekerja didalam mesin, hampir ditemukan di segala sesuatu yang bergerak seperti mobil, pesawat, generator, dll. Seiring dengan bertambahnya kendaraan dan alat-alat teknologi yang dioperasikan di dunia ini telah membuat bearing sebagai salah satu bagian yang mutlak diperlukan. PT. Asian Bearindo Gemilang menghadapi keputusan pembelian pelanggan yang menurun di penghujung tahun 2020. Untuk dapat bersaing dengan kompetitor lainnya, perusahaan harus mampu meningkatkan brand awareness dan kualitas layanan. Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh kesadaran merek dan kualitas layanan terhadap keputusan pembelian pelanggan di PT. Asian Bearindo Gemilang. Penelitian ini menggunakan metode kuantitatif dengan mendistribusikan kuesioner ke 84 responden yang merupakan pelanggan terdaftar dari PT. Asian Bearindo Gemilang. Metode analisa data yang digunakan dalam penelitian ini adalah regresi linear berganda dan menggunakan SPSS versi 28. Hasil penelitian F-test dimana Sig. value < 0.01b dan Fcount 116.625 (Ftable = 3.11) menunjukkan bahwa Ha dimana kesadaran merek dan kualitas pelayanan secara simultan berpengaruh signifikan terhadap keputusan pembelian konsumen di PT. Asian Bearindo Gemilang diterima. Hasil penelitian t-test dimana kedua Sig. value < 0.01 dan tcount 5.287 dan 5.639 (ttable = 1.9897) menunjukkan bahwa Ha dimana kesadaran merek berpengaruh signifikan terhadap keputusan pembelian konsumen di PT. Asian Bearindo Gemilang, dan kualitas pelayanan berpengaruh signifikan terhadap keputusan pembelian konsumen di PT Asian Bearindo Gemilang diterima. Faktor yang paling dominan dari kedua variabel bebas tersebut adalah kualitas pelayanan. Artinya, semakin tinggi tingkat kualitas pelayanan yang positif serta semakin besar intensitas kualitas pelayanan, maka semakin tinggi pula tingkat keputusan pembelian konsumen di PT. Asian Bearindo Gemilang.

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