The influence of service quality, promotion, and location on customer purchase decision at PT Pagoda Indah Nusantara (GCell Gadget Store) - Cemara Asri, Deli Serdang

Yu, Winnie (2022) The influence of service quality, promotion, and location on customer purchase decision at PT Pagoda Indah Nusantara (GCell Gadget Store) - Cemara Asri, Deli Serdang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The usage of smartphone has been increasing rapidly for years and has become part of the societies live. It results in more smartphone retailers entering the market and compete with each other by emphasizing their service quality, promotion, and location to attract customers. This study examines the service quality, promotion, location, and consumer purchase decision at PT Pagoda Indah Nusantara (GCell Gadget Store) – Cemara Asri, Deli Serdang, as well as to determine if service quality, promotion, and location partially and simultaneously affect client purchasing decisions at the company. Using purposive sampling technique, the 96 customers of the company will be employed for this descriptive and causal study. This research has discovered that: 1) Service Quality, Promotion, and Location has a partial and simultaneous positive influence on the Customer Purchase Decision at PT Pagoda Indah Nusantara (GCell Gadget Store) – Cemara Asri, Deli Serdang. 2) At PT Pagoda Indah Nusantara (GCell Gadget Store) - Cemara Asri, Deli Serdang, Service Quality, Promotion, and Location all have an 83.70% influence on Customer Purchase Decision. Therefore, in order to continue attaining this degree of success in influencing the purchasing decisions of customers, PT Pagoda Indah Nusantara (GCell Gadget Store) - Cemara Asri, Deli Serdang must maintain its service quality, promotion, and location. / Penggunaan smartphone meningkat pesat selama bertahun-tahun dan telah menjadi bagian dari kehidupan masyarakat. Akibatnya, banyak pengecer smartphone memasuki pasar dan bersaing satu sama lain dengan menekankan kualitas layanan, promosi, dan lokasi mereka untuk menarik pelanggan. Penelitian ini mengkaji kualitas pelayanan, promosi, lokasi, dan keputusan pembelian konsumen pada PT Pagoda Indah Nusantara (GCell Gadget Store) – Cemara Asri, Deli Serdang, serta untuk mengetahui apakah kualitas pelayanan, promosi, dan lokasi berpengaruh secara parsial dan simultan terhadap keputusan pembelian pelanggan di perusahaan. Dengan menggunakan teknik purposive sampling, 96 pelanggan di perusahaan tersebut akan digunakan untuk penelitian dengan studi deskriptif dan kausal ini. Penelitian ini menemukan bahwa: 1) Kualitas Layanan, Promosi, dan Lokasi berpengaruh positif secara parsial dan simultan terhadap Keputusan Pembelian Pelanggan pada PT Pagoda Indah Nusantara (GCell Gadget Store) – Cemara Asri, Deli Serdang. 2) Pada PT Pagoda Indah Nusantara (GCell Gadget Store) - Cemara Asri, Deli Serdang, Kualitas Layanan, Promosi, dan Lokasi semuanya memiliki pengaruh 80,37% terhadap Keputusan Pembelian Pelanggan. Oleh karena itu, untuk terus mencapai tingkat keberhasilan dalam mempengaruhi keputusan pembelian pelanggan, PT Pagoda Indah Nusantara (GCell Gadget Store) - Cemara Asri, Deli Serdang harus menjaga kualitas layanan, promosi, dan lokasinya.

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