the influence of service quality, sales promotion, and word of mouth on customer purchase decision at PT Cahaya Samudera Agung

Givero, Guiduardo (2023) the influence of service quality, sales promotion, and word of mouth on customer purchase decision at PT Cahaya Samudera Agung. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Distribution company acts as a link between the people who produce things and the people who buy the products. The function of distribution in this case is to form utility and transfer ownership of a product. Therefore, distribution activities are activities to create added value to goods and service. The objective of this research is to analyze the influence of service quality, sales promotion, and word of mouth on customer purchase decision at PT Cahaya Samudera Agung. The independent variables which are used in this research are service quality (X1), sales promotion (X2), and word of mouth (X3). Meanwhile, the dependent variable which is used in this research is customer purchase decision. In this research, primary data and secondary data are utilized. The data includes 100 respondents calculated from Lemeshow formula and utilized the non-probability sampling, specifically accidental sampling. This research also utilized quantitative methods using descriptive study and causal research through SPSS 25. The result of this study shows that service quality has significant influence on customer purchase decision partially, sales promotion has insignificant influence on customer purchase decision partially, and word of mouth has insignificant influence on customer purchase decision partially. On the other hand, service quality, sales promotion, and word of mouth have significant influence simultaneous influence on customer purchase decision. Companies can benefit from understanding these factors. Future research should include customer satisfaction and precise detection models. Applying findings to diverse contexts and unrelated businesses can help investors make informed decisions, resulting in increased sales and profits. / Perusahaan distribusi bertindak sebagai penghubung antara orang yang memproduksi barang dan orang yang membeli produk. Fungsi distribusi dalam hal ini adalah untuk membentuk kegunaan dan memindahkan kepemilikan suatu produk. Oleh karena itu, kegiatan distribusi merupakan kegiatan untuk menciptakan nilai tambah pada barang dan jasa. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kualitas pelayanan, promosi penjualan, dan word of mouth terhadap keputusan pembelian pelanggan di PT Cahaya Samudera Agung. Variabel independen yang digunakan dalam penelitian ini adalah service quality (X1), sales promotion (X2), dan word of mouth (X3). Sedangkan variabel dependen yang digunakan dalam penelitian ini adalah customer purchase decision. Dalam penelitian ini digunakan data primer dan data sekunder. Data tersebut meliputi 100 responden yang dihitung dari rumus lemeshow dan menggunakan metode non-probability sampling, khususnya accidental sampling. Penelitian ini juga menggunakan metode kuantitatif dengan menggunakan studi deskriptif dan penelitian kausal melalui SPSS 25. Hasil dari penelitian ini menunjukkan bahwa kualitas layanan memiliki pengaruh signifikan terhadap keputusan pembelian pelanggan secara parsial, promosi penjualan memiliki pengaruh yang tidak signifikan terhadap keputusan pembelian pelanggan secara parsial, dan promosi dari mulut ke mulut memiliki pengaruh yang tidak signifikan terhadap keputusan pembelian pelanggan secara parsial. Sedangkan kualitas pelayanan, promosi penjualan, dan word of mouth berpengaruh signifikan secara simultan terhadap keputusan pembelian pelanggan. Perusahaan dapat mengambil manfaat dari pemahaman faktor-faktor ini. Penelitian di masa depan harus mencakup kepuasan pelanggan dan model deteksi yang tepat. Menerapkan temuan pada konteks yang beragam dan bisnis yang tidak terkait dapat membantu investor membuat keputusan yang tepat, yang menghasilkan peningkatan penjualan dan keuntungan.

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