the influence of digital marketing service quality and sales promotion towards sales performance at PT Bina Catur Marga Medan

Omar, Kaleb (2023) the influence of digital marketing service quality and sales promotion towards sales performance at PT Bina Catur Marga Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Bina Catur Marga, Medan experienced a decline in sales performance can be seen from the sales data. This was suspected due to digital marketing, service quality and sales promotion. The aim of this research is to investigate whether digital marketing, service quality and sales promotion have an influence on sales performance. Digital marketing, service quality and sales promotion have an importantrole in shaping sales performance. digital marketing, service quality and sales promotion are highly connected with sales performance and company sales. In this research, the writer used quantitative research design and IBM SPSS statistics. The writer used a descriptive and causal approach. The sampling technique used was simple random sampling. The population is customers at PT Bina Catur Marga, Medan as many as 148 customers and sample amount 108 respondent. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test and the equation is Sales Performance = 4.117 + 0.234 Digital Marketing + 0.161 Service Quality + 0.304 Sales Promotion +e. The results of hypothesis test showed that digital marketing, service quality and sales promotion and sales performance have an influence on sales performance at either partial or simultaneous. Furthermore, digital marketing, service quality and sales promotion and sales performance have 39% influence on Sales Performance. Recommendations for PT Bina Catur Marga, Medan should be more active in the use of social media and make good use of it in order to promote and disseminate product information so that it can reach all customers, provides appropriate distribution services and routinely provide attractive discounts. / PT Bina Catur Marga, Medan mengalami penurunan kinerja penjualan dapat dilihat dari data penjualan hal ini karena digital marketing, kualitas pelayanan dan promosi penjualan. Tujuan dari penelitian ini adalah untuk mengetahui apakah digital marketing, kualitas pelayanan dan promosi penjualan berpengaruh terhadap kinerja penjualan. Pemasaran digital, kualitas pelayanan, dan promosi penjualanmemiliki peran penting dalam membentuk kinerja penjualan. pemasaran digital, kualitas layanan, dan promosi penjualan sangat terkait dengan kinerja penjualan dan penjualan perusahaan. Dalam penelitian ini, penulis menggunakan quantitative research design dan IBM SPSS statistics. Penulis menggunakan pendekatan deskriptif dan kausal. Teknik sampling yang digunakan adalah simple random sampling. Populasi pelanggan di PT Bina Catur Marga, Medan sebanyak 148 pelanggan dan jumlah sampel 108 responden. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji regresi linier berganda dan persamaannya adalah kinerja penjualan = 4.117 + 0.234 pemasaran digital + 0.161 kualitas pelayanan + 0.304 promosi penjualan +e.. Hasil uji hipotesis menunjukkan bahwa digital marketing, kualitas pelayanan dan promosi penjualan serta kinerja penjualan berpengaruh terhadap kinerja penjualan baik secara parsial maupun simultan. Selain itu, pemasaran digital, kualitas layanan, promosi penjualan, dan kinerja penjualan memiliki pengaruh 39% terhadap Kinerja Penjualan. Rekomendasi PT Bina Catur Marga, Medan harus lebih aktif dalam penggunaan media sosial dan memanfaatkannya dengan baik agar dapat mempromosikan dan menyebarluaskan informasi produk sehingga dapat menjangkau seluruh pelanggan, memberikan layanan distribusi yang tepat dan rutin memberikan diskon yang menarik.

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