The effect of advertising, brand image and service quality on customer purchase decision of medical equipment at PT. Sumber Medika Indonesia, Medan

Tandiono, Clarita (2022) The effect of advertising, brand image and service quality on customer purchase decision of medical equipment at PT. Sumber Medika Indonesia, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The research is conducted at PT Sumber Medika Indonesia sells medical devices in Medan. There are several problems that consist in each variable, which are the advertising is only it by banners and giving brochures not evenly, brand image only has few varieties product and not flashy store, while service quality is late product delivery, lack communication platform and slow responses. The purpose of this study was to examine the effect of advertising, brand image and service quality on customer purchase decision at PT Sumber Medika Indonesia. The object of research used in this study is a customer of PT Sumber Medika Indonesia. The research used descriptive and causal study to analyze a sample of 89 customers. This research use convenience sampling technique with the respondent is customer at PT Sumber Medika Indonesia. Data is gathered by distributing questionnaires and interviews. This research data analysis method is multiple linear regression. The F-test result indicated that advertising, brand image and service quality have simultaneous effect on customer purchase decision at PT Sumber Medika Indonesia. Based on the t-test the result of advertising has no partial effect on customer purchase decision, while brand image and service quality have partial effect on customer purchase decision. The conclusion of this research is that advertising, brand image, and service quality has effect on customer purchase decisions at PT Sumber Medika Indonesia, which the company keep focusing on this variable can be profitable for long-term business. The recommendations that can be given to the company to improve advertising are to expand their advertising using newspapers or social media. Increasing their brand image by developing product variations and storing product quality and increasing service quality, the company must also improve the shipping product delivery and give communication platform. / Penelitian dilakukan di PT Sumber Medika Indonesia menjual alat kesehatan di Medan. Terdapat beberapa permasalahan yang terdapat pada masing-masing variabel yaitu periklanan hanya melalui spanduk dan pemberian brosur tidak merata, brand image hanya memiliki sedikit variasi produk dan toko tidak mencolok, dan kualitas pelayanan pengiriman produk terlambat, kurangnya platform komunikasi dan tanggapan lambat. Tujuan dari penelitian ini adalah untuk menguji pengaruh periklanan, citra merek dan kualitas pelayanan terhadap keputusan pembelian konsumen pada PT Sumber Medika Indonesia. Objek penelitian yang digunakan adalah pelanggan PT Sumber Medika Indonesia. Penelitian ini menggunakan penelitian deskriptif dan kausal dengan sampel sebanyak 89 pelanggan. Penelitian ini menggunakan teknik convenience sampling dengan responden adalah pelanggan PT Sumber Medika Indonesia. Pengumpulan data dilakukan dengan menyebarkan kuesioner dan wawancara. Metode analisis data penelitian ini adalah regresi linier berganda. Hasil uji F menunjukkan bahwa periklanan, citra merek dan kualitas pelayanan berpengaruh secara simultan terhadap keputusan pembelian pelanggan di PT Sumber Medika Indonesia. Berdasarkan uji-t hasil periklanan tidak berpengaruh secara parsial terhadap keputusan pembelian konsumen, sedangkan citra merek dan kualitas pelayanan berpengaruh secara parsial terhadap keputusan pembelian konsumen. Kesimpulan dari penelitian ini adalah iklan, citra merek, dan kualitas pelayanan berpengaruh terhadap keputusan pembelian pelanggan di PT Sumber Medika Indonesia, dimana perusahaan tetap fokus pada variabel ini dapat menguntungkan untuk bisnis jangka panjang. Rekomendasi yang dapat diberikan kepada perusahaan untuk meningkatkan periklanan adalah memperluas periklanan mereka menggunakan surat kabar atau media sosial. Meningkatkan citra merek mereka dengan mengembangkan variasi produk dan menyimpan kualitas produk dan meningkatkan kualitas layanan, perusahaan juga harus meningkatkan pengiriman pengiriman produk dan memberikan platform komunikasi.

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