The effect of price and service quality towards customer purchase decision at CV Indah Jaya Lestari

Angelica, Angelica (2022) The effect of price and service quality towards customer purchase decision at CV Indah Jaya Lestari. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

CV Indah Jaya Lestari is a company engaged in the distribution of cosmetics. The company is currently experiencing a decline in customer purchasing decisions. The purpose of this study was to see the effect of price and service quality on purchasing decisions. The price offered is still highly appreciated by customers, the discount given is only for a certain amount and the types of payments are less diverse. In addition, the current quality of service has not been assessed according to customer expectations because there are still complaints that occur because the service is considered not optimal by customers. Quantitative research with descriptive and causal studies was used to analyze a sample of 105 customers. The respondents were CV Indah Jaya Lestari customers who were taken using simple random sampling with probability sampling. The distribution of the questionnaires has passed the validity and reliability tests. The tested data also passed the normality test, multicollinearity test, heteroscedasticity, and multiple linear regression test. From the hypothesis test with the results of the F test (45,755 > 2.69) that the price and service quality simultaneously affect purchasing decisions at CV Indah Jaya Lestari. It can be ensured to the company, provides goods and consistency of their services. This can be done by adding delivery cars and increasing the delivery schedule to customers to 2 times a day to increase the speed of service. Employees need to be given knowledge about the products being sold and how to communicate well to be able to provide good arrangements and services With the ability to explain products well, employees will be able to work optimally and communicate well with customers./ CV Indah Jaya Lestari adalah perusahaan yang bergerak di bidang distribusi kosmetik. Perusahaan pada saat ini mengalami penurunan keputusan pembelian pelanggan. Tujuan penelitian ini untuk melihat pengaruh harga dan kualitas pelayanan terhadap keputusan pembelian. Pada harga yang ditawarkan masih sangat dihargai oleh pelanggan, potongan harga yang diberikan hanya untuk jumlah tertentu dan jenis pembayaran yang kurang beragam. Selain itu, kualitas pelayanan saat ini belum dinilai sesuai harapan pelanggan karena masih terdapat keluhan yang terjadi karena pelayanan dianggap belum optimal oleh pelanggan. Penelitian kuantitatif dengan studi deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 105 pelanggan. Respondennya adalah pelanggan CV Indah Jaya Lestari yang diambil dengan menggunakan simple random sampling dengan probability sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, uji multikolinearitas, heteroskedastisitas, dan uji regresi linier berganda. Dari uji hipotesis dengan hasil uji F (45.755 > 2.69) bahwa harga dan kualitas pelayanan secara simultan berpengaruh terhadap keputusan pembelian pada CV Indah Jaya Lestari. Dapat dipastikan kepada perusahaan, untuk dengan memberikan barang dan konsistensi atas pelayanan mereka. Hal ini dapat dilakukan dengan menambah mobil pengiriman dan menambah jadwal pengiriman ke pelanggan menjadi 2 kali sehari untuk meningkatkan kecepatan pelayanan. Karyawan perlu diberikan pengetahuan tentang produk yang dijual dan cara berkomunikasi yang baik untuk dapat memberikan penataan dan pelayanan yang baik. Dengan kemampuan menjelaskan produk dengan baik, karyawan akan dapat bekerja secara maksimal dan berkomunikasi dengan baik dengan pelanggan.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Angelica, AngelicaNIM03011180090aa80090@student.uph.edu
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSinaga, PoltakNIDN0120116201poltak.sinaga@uph.edu
Uncontrolled Keywords: price; service quality; customer purchase decision
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 24037 not found.
Date Deposited: 16 Aug 2022 04:05
Last Modified: 16 Aug 2022 04:05
URI: http://repository.uph.edu/id/eprint/49536

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