The influence of product diversity, price perception and service quality on customer purchase decision at PT Pustaka Benua, Medan

Angeline, Denise (2022) The influence of product diversity, price perception and service quality on customer purchase decision at PT Pustaka Benua, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Pustaka Benua is a company that was established in the year 1964 in Medan, Indonesia. PT Pustaka Benua experienced a declining sales revenue that is the effect of their customer purchase decision due to product diversity, price perception and service quality issues. The aim of this research is to investigate whether product diversity, price perception and service quality have partial and simultaneous influence on customer purchase decision at PT Pustaka Benua, Medan. Product diversity, price perception and service quality have an important role in customer purchase decision. Product diversity, price perception and service quality are strongly linked to customer purchase decision and the revenue of the company. In this research, the writer used quantitative research design and SPSS. The writer used descriptive and causal approach. The sampling technique used are accidental and snowball sampling. The population includes customers who have purchased from PT Pustaka Benua, Medan at least twice and the sample size was 75 customers who have met the population criteria. This research has passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, linearity test, multiple linear regression test and the equation is Customer Purchase Decision = 3.928 + 0.200 Product Diversity + 0.360 Price Perception + 0.349 Service Quality + e. The results of the hypothesis test showed that product diversity, price perception and service quality have partial and simultaneous influence on customer purchase decision at PT Pustaka Benua, Medan. Furthermore, product diversity, price perception and service quality have 43% of influence on customer purchase decision. Recommendations for PT Pustaka Benua, Medan include, conducting accurate sales forecast, implementing competitive pricing and training employees to provide better service quality. / PT Pustaka Benua adalah perusahaan yang didirikan pada tahun 1964 di Medan, Indonesia. PT Pustaka Benua mengalami penurunan pendapatan penjualan yang merupakan efek dari keputusan pembelian pelanggan karena masalah keragaman produk, persepsi harga dan kualitas layanan. Tujuan dari penelitian ini adalah untuk mengetahui apakah keragaman produk, persepsi harga dan kualitas layanan berpengaruh secara parsial dan simultan terhadap keputusan pembelian pelanggan di PT Pustaka Benua, Medan. Keragaman produk, persepsi harga dan kualitas layanan memiliki peran penting dalam keputusan pembelian pelanggan. Keragaman produk, persepsi harga dan kualitas layanan sangat terkait dengan keputusan pembelian pelanggan dan pendapatan perusahaan. Dalam penelitian ini penulis menggunakan desain penelitian kuantitatif dan SPSS. Penulis menggunakan pendekatan deskriptif dan kausal. Teknik sampling yang digunakan adalah accidental dan snowball sampling. Populasi meliputi pelanggan yang pernah melakukan pembelian dari PT Pustaka Benua, Medan minimal 2 kali dan jumlah sampel sebanyak 75 pelanggan yang telah memenuhi kriteria populasi. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinieritas, uji heteroskedastisitas, uji linieritas, uji regresi linier berganda dan persamaannya adalah keputusan pembelian pelanggan = 3,928 + 0,200 keragaman produk + 0,360 persepsi harga + 0,349 kualitas layanan + e. Hasil uji hipotesis, keragaman produk, persepsi harga dan kualitas layanan berpengaruh parsial dan simultan terhadap keputusan pembelian pelanggan di PT Pustaka Benua, Medan. Selanjutnya, keragaman produk, persepsi harga dan kualitas layanan memiliki pengaruh 43% terhadap keputusan pembelian pelanggan. Rekomendasi untuk PT Pustaka Benua, Medan adalah untuk melakukan prakiraan penjualan yang akurat, menerapkan harga yang kompetitif dan melatih karyawan untuk memberikan kualitas pelayanan yang lebih baik.

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