The effect of brand awareness and brand trust towards customer purchase decision at PT Harum Manis Agung, Medan

Tannaka, Hanness (2022) The effect of brand awareness and brand trust towards customer purchase decision at PT Harum Manis Agung, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The research was conducted at PT. Harum Manis Agung, that running in the transportation service. There are several issues that contain in each variable, in which the brand awareness is not developed enough due to the uneven distribution of tenders and lack of information from the company's side to the public. Also, inaccurate shipping time will cause a brand is not giving an honest service to customer. The main purpose of this research is to see whether factors like brand awareness and brand trust have an effect on the customer purchase decision at PT. Harum Manis Agung, Medan. PT. Harum Manis Agung is a company that run-in transportation sector which they provide a delivery services by land transportation with any kind of goods that will be send. The sample are 37 people which is gather by using a convenience sampling. This research uses quantitative descriptive and causal method on their data analyzation. The data have been collected by distributing questionnaire to the consumer company and of course we are using the multiple linear regression method. The F-test result show that brand awareness and brand trust have simultaneouseffect on customer purchase decision at PT. Harum Manis Agung, Medan. The t-test result also show that brand awareness has partial effect to the customer purchase decision at PT. Harum Manis Agung and brand trust also has partial effect to PT. Harum Manis Agung. The writer suggests a recommendation in maintaining the service quality continuously as well as offer the tender contract evenly for a company that need transportation service. Also, company need to be able to provide an accurate shipping time and provide more information about company as well as promoting their services./ Penelitian ini dilakukan di PT. Harum Manis Agung yang bergerak di bidang jasa transportasi. Terdapat beberapa permasalahan yang terdapat pada masing-masing variabel, dimana kesadaran merek kurang berkembang dikarenakan distribusi tender yang tidak merata dan kurangnya informasi dari pihak perusahaan kepada masyarakat. Selain itu, waktu pengiriman yang tidak tepat juga menyebabkan suatu brand tidak memberikan pelayanan yang jujur kepada pelanggan. Tujuan utama dari penelitian ini adalah untuk melihat apakah faktor-faktor seperti kesadaran merek dan kepercayaan merek berpengaruh terhadap keputusan pembelian pelanggan pada PT. Harum Manis Agung, Medan. PT. Harum Manis Agung adalah perusahaan yang bergerak di bidang transportasi yang menyediakan jasa pengiriman melalui transportasi darat dengan segala jenis barang yang akan dikirim. Sampel berjumlah 37 orang yang dikumpulkan dengan menggunakan convenience sampling. Penelitian ini menggunakan metode deskriptif kuantitatif dan kausal dalam analisis datanya. Data dikumpulkan dengan menyebarkan kuesioner kepada perusahaan konsumen dan tentu saja kami menggunakan metode regresilinier berganda. Hasil uji F menunjukkan bahwa kesadaran merek dan kepercayaan merek berpengaruh secara simultan terhadap keputusan pembelian pelanggan pada PT. Harum Manis Agung, Medan. Hasil uji t juga menunjukkan bahwa kesadaran merek berpengaruh secara parsial terhadap keputusan pembelian konsumen pada PT. Harum Manis Agung dan kepercayaan merek juga berpengaruh parsial terhadap PT.Harum Manis Agung. Penulis menyarankan rekomendasi dalam menjaga kualitas pelayanan secara terus menerus serta menawarkan kontrak tender secara merata bagi perusahaan yang membutuhkan jasa transportasi. Selain itu, perusahaan harus dapat memberikan waktu pengiriman yang akurat dan memberikan lebih banyak informasi tentang perusahaan serta mempromosikan layanan mereka.

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