The influence of promotion and service quality towards customer satisfaction and customer loyalty at PT. Khoe Sumatra Berjaya Group

Cindy, Cindy (2022) The influence of promotion and service quality towards customer satisfaction and customer loyalty at PT. Khoe Sumatra Berjaya Group. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (28kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (250kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (587kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (7MB)

Abstract

PT. Khoe Sumatra Berjaya Group is a family company engaged in the sale of auto parts. On the issue of consumer loyalty that exists today, the number of consumers in the company has decreased due to the decrease in the amount of income at the company. The purpose of this study was to see the effect of promotion and service quality on customer satisfaction and loyalty. The current promotion still has obstacles, namely the promotion that is carried out does not have a regular schedule in carrying out promotions. On the quality of service, the company does not yet have good service in serving customers. The service that is still not good can be seen from the complaints that still occur in the company. Quantitative research with descriptive and causal studies was used to analyse a sample of 136 customers. The respondents are customers of PT. Khoe Sumatra Berjaya Group which 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 (.000 < 0.05) that promotion and service quality simultaneously affect service quality on customer satisfaction and loyalty at PT. Khoe Sumatra Berjaya Group. Suggestions that can be given by the company need to increase the number of advertisements being carried out at this time, besides that it can also increase the number of promotions carried out. On the quality of service, it can be suggested to improve services such as providing free product delivery to customers and also handling customer complaints and improving criticism and suggestions given to customers. / PT. Khoe Sumatra Berjaya Group adalah perusahaan keluarga yang bergerak di bidang penjualan suku cadang mobil. Pada isu loyalitas konsumen yang ada saat ini, jumlah konsumen pada perusahaan mengalami penurunan akibat turunnya jumlah pendapatan pada perusahaan. Tujuan penelitian ini untuk melihat pengaruh promosi dan kualitas pelayanan terhadap kepuasan konsumen dan loyalitas. Dalam promosi saat ini masih memiliki kendala yaitu promosi yang dilakukan tidak memiliki jadwal yang teratur dalam melakukan promosi. Pada kualitas pelayanan, perusahaan belum memiliki pelayanan yang baik dalam melayani pelanggan. Pelayanan yang masih kurang baik terlihat dari keluhan-keluhan yang masih terjadi di perusahaan. Penelitian kuantitatif dengan studi deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 136 pelanggan. Respondennya adalah pelanggan PT. Khoe Sumatra Berjaya Group 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 (.000 < 0.05) bahwa promosi dan kualitas pelayanan secara simultan berpengaruh terhadap kualitas pelayanan terhadap kepuasan konsumen dan loyalitas pada PT.Khoe Sumatra Berjaya Group. Saran yang dapat diberikan perusahaan perlu menambah jumlah iklan yang dilakukan pada saat ini, selain itu dapat juga menambah jumlah promosi yang dilakukan. Pada kualitas pelayanan dapat disarankan untuk meningkatkan pelayanan seperti memberikan pengiriman produk gratis kepada pelanggan dan juga menangani keluhan pelanggan dan memperbaiki kritik dan saran yang diberikan kepada pelanggan.

Actions (login required)

View Item