The influence of sales promotion and service quality towards customer purchase decisions at Pt Cakrabuana Tetap Jaya

Tantio, Cristie Claudia (2022) The influence of sales promotion and service quality towards customer purchase decisions at Pt Cakrabuana Tetap Jaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purposes of this research are to analyze the effect of sales promotion (X1) and service quality (X2) towards customer purchase decisions (Y), the implementation, and the condition of the variables at PT. Cakrabuana Tetap Jaya, which is located at Jalan Pandawa Km.12, North Sumatra, Indonesia. The method of research used in this research is quantitative descriptive analysis to analyze data collected from January to March 2022. Simple random sampling is used to generate 62 sample members who consist of the resellers of the company using Slovin formula. Collected data were analyzed using SPSS 25.0 software. Research results showed that the multiple linear regression coefficient of sales promotion is 0,638, while the multiple linear regression coefficient of service quality is 0,241. Furthermore, coefficient of determination test (R2) showed that the independent variables influence customer purchase decisions (Y) by 71,4%. Moreover, f-test result showed that independent variables simultaneously have significant effect on customer purchase decision as dependent variable because the sig. value is equal to 0,000<0,05. Similarly, t-test result showed that sales promotion and service quality partially have significant effect on customer purchase decisions because the sig. value of each independent variable is 0,006<0,05./Penelitian ini bertujuan untuk menganalisis pengaruh promosi penjualan (X1) dan kualitas pelayanan (X2) terhadap niat beli konsumen (Y), implementasi, dan kondisi para variable yang diteliti pada PT. Cakrabuana Tetap Jaya yang beralamat di Jalan Pandawa Km.12, Sumatera Utara, Indonesia. Metode penelitian yang digunakan dalam penelitian ini adalah analisis deskriptif kuantitatif untuk menganalisis data yang dikumpulkan dari Januari sampai Maret 2022. Metode sampel acak sederhana digunakan untuk mengumpulkan 62 anggota sampel yang terdiri dari reseller PT. Cakrabuana Tetap Jaya menggunakan rumus Slovin. Data yang terkumpul kemudian dianalisis menggunakan software SPSS 25.0. Hasil penelitian menunjukkan bahwa nilai koefisien regresi linier berganda variabel promosi penjualan adalah 0,638, sedangkan niali koefisien regresi linier berganda variabel kualitas pelayanan adalah 0,241. Selanjutnya, uji koefisien determinasi (R2) menunjukkan bahwa variabel bebas mempengaruhi niat beli konsumen (Y) sebesar 71,4%. Selain itu, hasil uji f menunjukkan bahwa variabel independen secara simultan berpengaruh signifikan terhadap keputusan pembelian konsumen sebagai variabel dependen karena nilai signifikasinya sama dengan 0,000<0,05. Demikian pula hasil uji t menunjukkan bahwa promosi penjualan dan kualitas pelayanan secara parsial berpengaruh signifikan terhadap niat beli konsumen karena nilai signifikansi masing-masing variabel bebas adalah 0,006<0,05.

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