The influence of product quality and promotion on customers' purchase decision at PT Muliawan Jaya Abadi, Jakarta

Dharius, Dharius (2021) The influence of product quality and promotion on customers' purchase decision at PT Muliawan Jaya Abadi, Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Muliawan Jaya Abadi is experiencing a decline in purchasing decisions which can be seen from the decline in revenue experienced by the company. The aim of this research is to examine the influence of product quality and promotion on customer purchase decision at PT Muliawan Jaya Abadi. With product quality and promotions that are run well, both things will have an impact on buying interest from customer and then increase consumers' desire to buy products offered by sellers. Quantitative research with descriptive and causal study are used to analyze the sample of 121 customers. The respondents are customers of PT Muliawan Jaya Abadi are taken using probability sampling criteria using simple random sampling. Distribution of the questionnaires conducted has passed the validity and reliability test. The data tested also passed the normality test, multicollinearity, heteroscedasticity, and multiple linear regression test. The data tested also passed the normality test, multicollinearity, heteroscedasticity, and multiple linear regression test. Based on hypothesis test t-test and F-test both product quality and promotion have influence to customer purchase decision at PT Muliawan Jaya Abadi, either simultaneously or partially. It can be recommended to the company, to conduct a survey to resellers by the design team to see which design trends are currently high. To increase the interest of customer, company need to carry out more frequent and more varied promotions, not only limited to new products. Company must continue to produce products that are in accordance with the wishes of customers and current market trends/PT Muliawan Jaya Abadi mengalami penurunan keputusan pembelian yang terlihat dari penurunan pendapatan yang dialami perusahaan. Penelitian ini bertujuan untuk menguji pengaruh kualitas produk dan promosi terhadap keputusan pembelian konsumen pada PT Muliawan Jaya Abadi. Dengan kualitas produk dan promosi yang dijalankan dengan baik, kedua hal tersebut akan berdampak pada minat beli dari pelanggan dan kemudian meningkatkan keinginan konsumen untuk membeli produk yang ditawarkan oleh penjual. Penelitian kuantitatif dengan studi deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 121 pelanggan. Respondennya adalah pelanggan PT Muliawan Jaya Abadi yang diambil dengan menggunakan kriteria probability sampling menggunakan simple random sampling. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, uji multikolinieritas, heteroskedastisitas, dan uji regresi linier berganda. Data yang diuji juga lolos uji normalitas, uji multikolinieritas, heteroskedastisitas, dan uji regresi linier berganda. Berdasarkan uji hipotesis uji t dan uji F baik kualitas produk maupun promosi berpengaruh terhadap keputusan pembelian konsumen pada PT Muliawan Jaya Abadi, baik secara simultan maupun parsial. Dapat direkomendasikan kepada perusahaan, untuk melakukan survey kepada reseller oleh tim desain untuk melihat tren desain mana yang sedang tinggi saat ini. Untuk meningkatkan minat pelanggan, perusahaan perlu melakukan promosi yang lebih sering dan lebih bervariasi, tidak hanya terbatas pada produk baru. Perusahaan harus terus menghasilkan produk yang sesuai dengan keinginan pelanggan dan tren pasar saat ini.

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