pengaruh promosi mulut ke mulut dan kualitas pelayanan terhadap keputusan pembelian pada produk PT. Sinar Menara Deli

Chandra, Martina Hingis Of Woston (2023) pengaruh promosi mulut ke mulut dan kualitas pelayanan terhadap keputusan pembelian pada produk PT. Sinar Menara Deli. Bachelor thesis, UNIVERSITAS PELITA HARAPAN.

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Abstract

This study aims to determine and analyze the effect of word of mouth promotion and service quality on purchasing decisions on PT Sinar Menara Deli products. For now PT. Sinar Menara Deli is better known as Podomoro City. Podomoro City also provides Medan's busiest shopping center with an extraordinary concept to provide a large outdoor lifestyle area to set a new standard of meeting point in Medan which is also known as Deli Park. This research was conducted at PT Sinar Menara Deli or Podomoro City with a research sample of 89 people who had bought housing in Podomoro City Deli Medan. The technique used isnonprobability sampling with recruitmentpurposive sampling. The method used is multiple regression analysis method. This type of research is associative research. The results of this study indicate that: (1) Word of mouth has a positive and significant effect on purchasing decisions on PT Sinar Menara Deli products. (2) Service Quality has a significant effect on purchasing decisions on PT Sinar Menara Deli products./Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh promosi mulut ke mulut dan kualitas pelayanan terhadap keputusan pembelian pada produk PT Sinar Menara Deli. Untuk saat ini PT. Sinar Menara Deli lebih dikenal dengan Podomoro City. Podomoro City juga menyediakan pusat perbelanjaan tersibuk di Medan dengan konsep yang luar biasa untuk menyediakan area gaya hidup outdoor yang besar untuk menetapkan standar baru titik pertemuan di Medan yang juga dikenal sebagai Deli Park. Penelitian ini dilakukan pada PT Sinar menara Deli yang atau Podomoro City dengan sampel penelitian berjumlah 89 orang yang telah membeli hunian di Podomoro City Deli Medan. Teknik yang digunakan adalah nonprobability sampling dengan pengambilan purposive sampling. Metode yang digunakan adalah metode analisis regresi berganda. Jenis penelitian ini adalah penelitian asosiatif. Hasil penelitian ini menunjukkan bahwa: (1) Promosi mulut ke mulut berpengaruh positif dan signifikan terhadap keputusan pembelian pada produk PT Sinar Menara Deli. (2) Kualitas Pelyanan berpengaruh signifikan terhadap keputusan pembelian pada produk PT Sinar Menara Deli.

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