The influence of service quality and price on customer purchasing decision at PT. Karya Sukses Usaha Mandiri, Maju Bersama MMTC, Medan

Felix, Felix (2022) The influence of service quality and price on customer purchasing decision at PT. Karya Sukses Usaha Mandiri, Maju Bersama MMTC, Medan. Bachelor thesis, Universita Pelita Harapan.

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Abstract

The retail business in Indonesia is currently growing rapidly in line with the progress of the Indonesian economy. Economic progress has contributed to the development of the modern market and retail business in Indonesia. The growth of the retail business if managed properly can bring many benefits to the state and society in the form of tax revenues for the central and local governments, increase employment, increase investment, drive the real business sector and tourism, increase domestic consumption, and others.The purpose of this study was to determine and analyze the effect of service quality and price on customer purchasing decisions (study at PT. Karya Sukses Usaha Mandiri, Maju Bersama MMTC, Medan). The approach used in this study is an causal associative approach. The population in this study were consumers of Maju Bersama MMTC, Medan, a total of 50 people while the sample in this study used non-probability sampling. This study uses a quantitative method by distributing questionnaires to 50 respondents who have ever bought at Maju Bersama MMTC. The data analysis technique in this study uses Multiple Linear Regression Test, Hypothesis Testing (T Test and F Test), and Coefficient of Determination. Data processing in this study using the IBM SPSS Statistic 25 software program. The results showed that service quality and price simultaneously have significant influence towards customer purchase decision PT. Karya Sukses Usaha Mandiri, Maju Bersama MMTC, Medan. The results also showed that service quality partially has a significant influence towards ccustomers purchase decision at PT. Karya Sukses Usaha Mandiri, Maju Bersama MMTC, Medan as well as price partially has a significant influence towards customer purchase decision at PT. Karya Sukses Usaha Mandiri, Maju Bersama MMTC, Medan. This means, the higher the level of positive service quality and price, the higher the level of customer purchasing decision at Maju Bersama, MMTC. / Bisnis ritel di Indonesia saat ini berkembang semakin pesat seiring kemajuan perekonomian Indonesia. Kemajuan perekonomian ikut mendorong perkembangan pasar modern dan bisnis ritel di Indonesia. Pertumbuhan bisnis ritel modern jika dikelola dengan baik dapat mendatangkan banyak manfaat bagi negara dan masyarakat dalam bentuk pemasukan pajak bagi pemerintah pusat dan daerah, menambah lapangan kerja, meningkatkan investasi, menggerakkan sektor usaha riil dan pariwisata, meningkatkan konsumsi dalam negeri, dan lain-lain. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh kualitas pelayanan dan harga terhadap keputusan pembelian pelanggan (studi pada PT. Karya Sukses Usaha Mandiri, Maju Bersama MMTC, Medan). Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kausal asosiatif. Populasi dalam penelitian ini adalah konsumen Maju Bersama MMTC Medan yang berjumlah 50 orang sedangkan sampel dalam penelitian ini menggunakan non-probability sampling. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 50 responden yang pernah membeli di MMTC Maju Bersama. Teknik analisis data dalam penelitian ini menggunakan Uji Regresi Linier Berganda, Uji Hipotesis (Uji T dan Uji F), dan Koefisien Determinasi. Pengolahan data dalam penelitian ini menggunakan program software IBM SPSS Statistic 25. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan harga secara simultan berpengaruh signifikan terhadap keputusan pembelian pelanggan PT. Karya Sukses Usaha Mandiri, Maju Bersama MMTC, Medan. Hasil penelitian juga menunjukkan bahwa kualitas pelayanan secara parsial berpengaruh signifikan terhadap keputusan pembelian konsumen pada PT. Karya Sukses Usaha Mandiri, Maju Bersama MMTC, Medan serta harga secara parsial berpengaruh signifikan terhadap keputusan pembelian konsumen pada PT. Karya Sukses Usaha Mandiri, Maju Bersama MMTC, Medan. Artinya, semakin tinggi tingkat kualitas layanan dan harga yang positif, maka semakin tinggi pula tingkat keputusan pembelian pelanggan di Maju Bersama, MMTC.

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