The effect of brand image, personal selling and customer satisfaction on purchase decision at PT Sumber Waja Abadi

Tan, Kenny (2022) The effect of brand image, personal selling and customer satisfaction on purchase decision at PT Sumber Waja Abadi. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Sumber Waja Abadi established in 1976, is a national leading supplier of industrial pumps and supporting technologies in Medan. PT Sumber Waja Abadi experienced a decrease in purchasing decisions which resulted in a decrease in sales. The objectives of this research are investigate whether brand image, personal selling and customer satisfaction have effect on purchase decision at PT Sumber Waja Abadi. The theory used in this study is entrepreneurship, family business, marketing, brand image, personal selling, customer satisfaction and purchase decision. This research was conducted using quantitative, descriptive, and causal. The total of population is 148 customer and sample is 108 customer through simple random sampling. Data is collected by distributing questionnaires, interview and documentation. The result of the hypothesis test shows that Brand Image, Personal Selling and Customer Satisfaction is partially and simultaneous having significant influence towards purchase decision at PT Sumber Waja Abadi. Recommendations for the PT Sumber Waja Abadi can change the return system in a company that has a faster process and makes it easier for customers, the company must provide training to the personal selling in order to have the ability and skills as well as good communication and needs regular updates to customers such as giving discounts to spark repurchase interest and offering customer-satisfying purchase packages./ PT Sumber Waja Abadi didirikan pada tahun 1976, adalah pemasok terkemuka nasional pompa industri dan teknologi pendukung di Medan. PT Sumber Waja Abadi mengalami penurunan keputusan pembelian yang mengakibatkan penurunan penjualan. Tujuan dari penelitian ini adalah untuk mengetahui apakah brand image, personal selling dan kepuasan pelanggan berpengaruh terhadap keputusan pembelian di PT Sumber Waja Abadi. Teori yang digunakan dalam penelitian ini adalah kewirausahaan, bisnis keluarga, pemasaran, citra merek, personal selling, kepuasan pelanggan dan keputusan pembelian. Penelitian ini dilakukan dengan menggunakan metode kuantitatif, deskriptif, dan kausal. Jumlah populasi adalah 148 pelanggan dan sampel adalah 108 pelanggan melalui simple random sampling. Data dikumpulkan dengan menyebarkan kuesioner, wawancara dan dokumentasi. Hasil uji hipotesis menunjukkan bahwa citra merek, personal selling dan kepuasan pelanggan berpengaruh signifikan baik parsial dan simultan terhadap keputusan pembelian di PT Sumber Waja Abadi, Personal Selling sebagian berpengaruh signifikan terhadap keputusan pembelian di PT Sumber Waja Abadi. Rekomendasi untuk PT Sumber Waja Abadi dapat mengubah sistem pengembalian di perusahaan yang memiliki proses lebih cepat dan memudahkan pelanggan, perusahaan harus memberikan pelatihan kepada personal selling agar memiliki kemampuan dan keterampilan serta komunikasi yang baik dan kebutuhan pembaruan rutin kepada pelanggan seperti memberikan diskon untuk memicu minat pembelian kembali dan menawarkan paket pembelian yang memuaskan pelanggan.

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