The Effect of Promotion and Service Quality towards Customer Purchase Decision PT Jaya Sukses Abadi Kramika

Philip, Philip (2022) The Effect of Promotion and Service Quality towards Customer Purchase Decision PT Jaya Sukses Abadi Kramika. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT. Jaya Sukses Abadi Kramika Medan is a company engaged in the sale of ceramics brand Milan, Habitat and Hercules. The company in recent months has experienced unstable sales and showed a decline. The company's declining sales conditions indicate a decrease in consumer purchase decisions that occur today. In this promotion, PT. Jaya Sukses Abadi Kramika Medan does not do good promotions to introduce products to consumers. Promotional activities that are not routinely carried out make customers less interested in ceramic products sold by the company. Quality of service at PT. Jaya Sukses Abadi Kramika Medan which is still not satisfactory can be seen from the many complaints of Habitat ceramic products received by the company, Quantitative research with descriptive and causal studies was used to analyze a sample of 96 customers. The respondents are customers of PT. Jaya Sukses Abadi Kramika Medan is taken using non-probability sampling with judgment sampling. The spread of the questionnaire conducted has passed the validity and reliability test. The data tested also passed the normality test, multicollinearity test, heteroskedasticity, and multiple linear regression test. From the hypothesis test with the results of the F test (70,735 > 2.70) that the promotion and quality of service simultaneously affect the purchase decision at PT. Jaya Sukses Abadi Kramika Medan. For recommendations from the author, the company needs to provide more product promotions so that customers always get products that are promoted n. Training in terms of service to employees such as conducting job training conducted by senior employees who teach knowledge about ceramic products sold to customers in order to explain the product well. / PT. Jaya Sukses Abadi Kramika Medan adalah perusahaan yang bergerak dibidang penjualan keramik merk Milan, Habitat dan Hercules. Perusahaan dalam beberapa bulan terakhir mengalami penjualan yang tidak stabil dan menunjukkan penurunan. Kondisi penjualan perusahaan yang mengalami penurunan menunjukkan adanya penurunan keputusan pembelian konsumen yang terjadi saat ini. Pada promosi kali ini, PT. Jaya Sukses Abadi Kramika Medan kurang melakukan promosi yang baik untuk memperkenalkan produk kepada konsumen. Kegiatan promosi yang tidak rutin dilakukan membuat pelanggan kurang tertarik dengan produk keramik yang dijual perusahaan. Kualitas pelayanan di PT. Jaya Sukses Abadi Kramika Medan yang masih kurang memuaskan terlihat dari banyaknya komplain produk keramik Habitat yang diterima perusahaan, Penelitian kuantitatif dengan studi deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 96 pelanggan. Respondennya adalah pelanggan PT. Jaya Sukses Abadi Kramika Medan yang diambil dengan menggunakan non- probability sampling dengan judgment 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 (70.735 > 2.70) bahwa promosi dan kualitas pelayanan secara simultan berpengaruh terhadap keputusan pembelian pada PT. Jaya Sukses Abadi Kramika Medan. Untuk rekomendasi dari penulis, perusahaan perlu memberikan lebih banyak promosi produk agar pelanggan selalu mendapatkan produk yang dipromosikan. Pelatihan dalam hal pelayanan kepada karyawan seperti mengadakan pelatihan kerja yang dilakukan oleh karyawan senior yang mengajarkan pengetahuan tentang produk keramik yang dijual kepada pelanggan agar dapat menjelaskan produk dengan baik.

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