Service quality and personal selling of business-to-business towards purchase decision (a case on PT Herta Sukses Gemilang)

Chengti, Louis (2022) Service quality and personal selling of business-to-business towards purchase decision (a case on PT Herta Sukses Gemilang). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Herta Sukses Gemilang is a company engaged in the distribution of cosmetics. The company in 2017 to 2021 still experienced a fluctuating amount of revenue and tended to experience a decline. The purpose of this study is to see the problems experienced by the quality of service and personal selling affect purchasing decisions. The quality of service received by customers at this time is still not in accordance with customer expectations. This can be seen from the complaints from consumers regarding the services provided by employees and not in accordance with the expectations of consumers who want good service from the company. In personal selling at PT Herta Sukses Gemilang at this time, it can be seen that the sales force has not been able to achieve the targets that have been personally set by the company. Quantitative research with descriptive and causal studies was used to analyse a sample of 63 customers. The respondents were customers of PT Herta Sukses Gemilang who were taken using non-probability sampling with saturated 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 (15.733 > 2.76) that the quality of service and personal selling simultaneously affects the performance of employees at PT Herta Sukses Gemilang. Can be recommended to the company, for the company should make a schedule for employees every few days in following up on customers. To check in advance the stock of products offered to customers to avoid mistakes in offering products. In addition, it is also necessary to provide an estimate of the entry of goods to customers so that customers feel they are treated well and measured./ PT Herta Sukses Gemilang adalah perusahaan yang bergerak di bidang distribusi kosmetik. Perusahaan pada tahun 2017 hingga tahun 2021 masih mengalami jumlah pendapatan yang fluktuatif dan cenderung mengalami penurunan. Tujuan penelitian ini untuk melihat permasalahan yang dialami kualitas pelayanan dan penjualan personal berpengaruh terhadap keputusan pembelian. Kualitas pelayanan yang diterima pelanggan saat ini masih belum sesuai dengan harapan pelanggan. Hal ini terlihat dari adanya keluhan dari konsumen terkait pelayanan yang diberikan oleh karyawan dan tidak sesuai dengan harapan konsumen yang menginginkan pelayanan yang baik dari perusahaan. Dalam personal selling di PT Herta Sukses Gemilang saat ini, terlihat tenaga penjualan belum dapat mencapai target yang telah ditentukan secara personal oleh perusahaan. Penelitian kuantitatif dengan studi deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 63 pelanggan. Respondennya adalah pelanggan PT Herta Sukses Gemilang yang diambil dengan menggunakan nonprobability sampling dengan sampling jenuh. 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 (15.733 > 2.76) bahwa kualitas pelayanan dan personal selling secara simultan berpengaruh terhadap kinerja karyawan pada PT Herta Sukses Gemilang. Dapat direkomendasikan kepada perusahaan, untuk perusahaan harus membuat jadwal untuk karyawan setiap beberapa hari dalam menindaklanjuti pelanggan. Untuk mengecek terlebih dahulu stok produk yang ditawarkan kepada pelanggan untuk menghindari kesalahan dalam menawarkan produk. Selain itu, perlu juga memberikan perkiraan masuknya barang kepada pelanggan agar pelanggan merasa diperlakukan dengan baik dan terukur.

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