The influence of social media, promotion and product quality on customer purchase decision at PT Golgon

Wijaya, Alexander (2022) The influence of social media, promotion and product quality on customer purchase decision at PT Golgon. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Golgon, Medan was founded by Mrs. Supina in 1965 as one of the manufacturing and supplier companies that engaged for iron (besi dan paku) industry. As the time goes, PT Golgon as one of the consistent ventures in Medan, in a time also focusing for household product at once. There is decrease in purchase decision that can be seen from a decrease in the sales value from year to year, which might be caused of the ineffective usage of social media, promotion, and product quality problems. The purpose of this research is to find out the influence of social media, promotion, and product quality on customer purchase decision at PT Golgon. This study is causal research. The method used is quantitative methods of processing the data using SPSS. Data was collected by distributing questionnaires to 96 respondents with the characteristics of male and female respondents aged 18-55 years and have bought products from the company at least twice. The partial hypothesis test showed that the tcount of social media is 2.012 ttable 1.98609 and significance 0.000 < 0.05; tcount of promotion is 6.091 > ttable 1.98609 and significance 0.047 < 0.05; and tcount of product quality is 6387 > ttable 1.98609 and significance 0.000 < 0.05; thus, each of social media, promotion and product quality has significant influence on customer purchase decision at PT Golgon. The simultaneous hypothesis test showed that the Fcount of all variables (social media, promotion, and product quality) is 62.519 > Ftable 2.70 and significance 0.000 < 0.05 thus the social media, promotion and product quality have significant influence on customer purchase decision at PT Golgon. / PT Golgon, Medan didirikan oleh Ibu Supina pada tahun 1965 sebagai salah satu perusahaan manufaktur dan supplier yang bergerak di bidang industri besi (besi dan paku). Seiring berjalannya waktu, PT Golgon sebagai salah satu usaha yang konsisten di Medan, dalam waktu yang bersamaan juga fokus untuk produk rumah tangga. Terjadi penurunan keputusan pembelian yang dapat dilihat dari penurunan nilai penjualan dari tahun ke tahun, yang mungkin disebabkan oleh penggunaan media sosial yang tidak efektif, promosi dan masalah kualitas produk. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh media sosial, promosi dan kualitas produk terhadap keputusan pembelian pelanggan di PT Golgon. Penelitian ini merupakan penelitian kausal. Metode yang digunakan adalah metode kuantitatif yang pengolahan datanya menggunakan SPSS. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 96 responden dengan karakteristik responden pria dan wanita berusia 18-55 tahun dan telah membeli produk dari perusahaan minimal dua kali. Uji hipotesis parsial menunjukkan bahwa thitung media sosial adalah 2,012 > ttabel 1,98609 dan signifikansi 0,047 < 0,05; thitung promosi adalah 6,091 > ttabel 1,98609 dan signifikansi 0,000 < 0,05; dan thitung kualitas produk adalah 6.387 > ttabel 1,98609 dan signifikansi 0,000 < 0,05;dengan demikian masing-masing media sosial, promosi dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian pelanggan di PT Golgon. Hasil uji hipotesis secara simultan menunjukkan bahwa Fhitung semua variabel (media sosial, promosi dan kualitas produk) adalah 62.519 > Ftabel 2,70 dan signifikansi 0,000 < 0,05 sehingga media sosial, promosi dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian pelanggan di PT Golgon

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