The influence of promotion and service quality towards purchasing decision at PT Serdang Permai Mandiri

Khaidir, Nabila Khairunisa (2022) The influence of promotion and service quality towards purchasing decision at PT Serdang Permai Mandiri. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT. Serdang Permai Mandiri is a subsidized housing (developer) company located in Desa Sei Rampah Kec. Sei Rampah, Kabupaten Serdang Bedagai, Sumatera Utara, that sells subsidized houses of type 36. This research is conducted to find out the influence of promotion and service quality towards purchasing decision at PT Serdang Permai Mandiri. This study uses a quantitive method to analyze technique of structural equation model and processed using SPSS software v.25. Sample size used in this research are their existing customers and potential customer who have visited marketing office of PT Serdang Permai Mandiri while the questionnaire is being distributed amount to 60 respondents. The sampling method used in this research is probability sampling method. The final output on this research shows, between three hypothesis there are one hypothesis being rejected, which service quality has no significant influence towards purchasing decision. As for the other remaining hypothesis, the result indicates promotion has a significant influence towards purchasing decision and promotion and service quality simultaneously have an influence towards purchasing decision. As the recommendation for this company, PT Serdang Permai Mandiri must improve its promotional strategies, use mostly online platforms to promote their product, company must evaluate the ability of its employees and apply incentive program./ PT Serdang Permai Mandiri adalah perusahaan perumahan subsidi yang berlokasi di Desa Sei Rampah Kec. Sei Rampah, Kabupaten Serdang Bedagai, Sumatera Utara, yang menjual rumah subsidi tipe 36. Penelitian ini dilakukan untuk mengetahui pengaruh promosi dan kualitas pelayanan terhadap keputusan pembelian pada PT Serdang Permai Mandiri. Penelitian ini menggunakan metode kuantitatif untuk menganalisis teknik model persamaan struktural dan diolah menggunakan software SPSS v.25. Sampel yang digunakan dalam penelitian ini adalah pelanggan dan calon pelanggan yang pernah mengunjungi pemasaran kantor PT Serdang Permai Mandiri selama proses penyebaran kuesioner dengan jumlah 60 responden. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah metode probability sampling. Hasil akhir dari penelitian ini menunjukkan, diantara ketiga hipotesis terdapat satu hipotesis yang ditolak, dimana kualitas pelayanan tidak berpengaruh signifikan terhadap keputusan pembelian. Adapun hipotesis lainnya, hasil penelitian menunjukkan promosi berpengaruh signifikan terhadap keputusan pembelian dan promosi dan kualitas pelayanan secara simultan berpengaruh terhadap keputusan pembelian. Sebagai rekomendasi untuk perusahaan ini, PT Serdang Permai Mandiri harus meningkatkan strategi promosinya, menggunakan sebagian besar platform online untuk mempromosikan produknya, perusahaan harus mengevaluasi kemampuan karyawannya dan menerapkan program insentif.

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