The influence of customer satisfaction and personal selling toward purchase decision in CV Sukses Makmur Abadi, Binjai

Micheline, Micheline (2022) The influence of customer satisfaction and personal selling toward purchase decision in CV Sukses Makmur Abadi, Binjai. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

An increasingly tight market competition will indirectly affect the business of a company to maintain market share. The purpose of conducting this research to investigate customer satisfaction and personal selling have influence toward purchase decision in CV Sukses Makmur Abadi, Binjai. The theory used in this study is related to the theory of marketing, customer satisfaction, personal selling and purchase decision. In this research, the writer used quantitative research design. The population amounted to 143 customers and sample amounted to 106 customers. The result of hypothesis test, customer satisfaction and personal selling have influence toward purchase decision in CV Sukses Makmur Abadi, Binjai, either partial and simultaneous. Furthermore, customer satisfaction and personal selling have 58.3% influence on purchase decision. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test and the equation is Y = 3.080 + 0.393 X1 + 0.699 X2 + e. Recommendations from this research is that companies improve the customer satisfaction and personal selling that can increase the level of purchase decision to the company. / Sebuah kompetisi pasar yang semakin ketat akan secara tidak langsung mempengaruhi bisnis dari sebuah perusahaan untuk mempertahankan saham pasar. Tujuan dari penelitian ini untuk menyelididi kepuasan konsumen dan personal selling memiliki pengaruh terhadap keputusan pembelian di CV Sukses Makmur Abadi, Binjai. Teori yang digunakan dalam penelitian ini berhubungan dengan teori pemasaran, kepuasan konsumen, personal selling dan keputusan pembelian. Dalam penelitian ini, penulis digunakan kuantitatif. Populasi sebesar 143 pelanggan dan hasilnya 106 pelanggan.. Hasil dari tes hipotesis, kepuasan konsumen dan personal selling berpengaruh terhadap keputusan pembelian di CV Sukses Makmur Abadi, Binjai., baik secara parsial dan simultan. Selain itu, kepuasan konsumen dan personal selling memiliki 58,3% pengaruh terhadap keputusan pembelian. Penelitian ini juga melewati uji validitas, uji relabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, analisis regresi linear berganda dan persamaan adalah Y = 3.080 + 0.393 X1 + 0.699 X2 + e Rekomendasi dari penelitian ini adalah agar perusahaan meningkatkan kepuasan konsumen dan personal selling yang menarik sehingga dapat meningkatkan tingkat keputusan pembelian kepada perusahaan.

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