The influence of service quality and distribution channels on purchasing decision at PT. Samawood Utama Works Industry

Tanita, Celine Jacquiline (2022) The influence of service quality and distribution channels on purchasing decision at PT. Samawood Utama Works Industry. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The development of furniture in Indonesia is currently increasing rapidly and causing wood supply companies for furniture to be able to make purchasing decisions. To improve purchasing decisions at PT. Samawood Utama Works Industri because it requires good service quality and fast distribution channels. Because PT. Samawood Utama Works Industri has a lot of orders, so it must apply the right marketing strategy so as not to reduce purchasing decisions. Data collection was carried out by distributing questionnaires to consumers who buy wooden furniture at PT. Samawood Utama Works Industri during 2021. This population is 414 people. The research sample obtained 204 respondents obtained with the Slovin formula. Data analysis technique with multiple linear regression analysis. Validity and reliability research distributed questionnaires to 30 respondents at PT. Samawood Utama Works Industri. The results of the pretest research have fulfilled the validity and reliability tests. After that, it was distributed to 204 respondents and then analyzed. The full sample results have fulfilled the validity, reliability, normality, multicollinearity and heteroscedasticity tests. Based on hypothesis testing, service quality and distribution channels influence purchasing decisions at PT. Samawood Utama Works Industri, either partially or simultaneously. The recommendation for companies is to monitor consumer market share on consumer wood needs for furniture and improve company performance evaluation so that later it can have a positive influence on purchasing decisions./ Perkembangan furniture di Indonesia saat ini semakin pesat dan menyebabkan perusahaan penyedia kayu untuk furniture harus dapat menciptakan keputusan pembelian. Untuk meningkatkan keputusan pembelian di PT. Samawood Utama Works Industri karena dibutuhkan kualitas pelayanan yang baik dan saluran distribusi yan cepat. Karena PT. Samawood Utama Works Industri memiliki pesanan yang banyak maka harus menerapkan strategi pemasaran yang tepat agar tidak menurunkan keputusan pembelian. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada konsumen yang membeli kayu furniture di PT. Samawood Utama Works Industri selama tahun 2021. Populasi ini sebanyak 414 orang. Sampel penelitian diperoleh 204 orang responden yang diperoleh dengan dengan rumus Slovin. Teknik analisis data dengan analisis regresi linear berganda. Penelitian validitas dan reliabilitas menyebarkan kuesioner kepada 30 orang responden di PT. Samawood Utama Works Industri. Hasil penelitian pretest telah memenuhi uji validitas dan reliabilitas. Setelah itu baru dilakukan penyebaran kepada 204 orang responden dan kemudian dilakukan analisis. Hasil sampel penuh telah memenuhi uji validitas, reliabilitas, normalitas, multikolinearitas dan heteroskedastisitas. Berdasarkan uji hipotesis, kualitas pelayanan dan saluran distribusi berpengaruh terhadap keputusan pembelian pada PT. Samawood Utama Works Industri, baik secara parsial maupun simultan. Rekomendasi untuk perusahaan adalah dapat dilakukan pemantauan pangsa pasar konsumen terhadap kebutuhan kayu konsumen untuk furniture dan meningkatkan evaluasi kinerja perusahaan sehingga nantinya dapat memberikan pengaruh positif terhadap keputusan pembelian.

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