The effect of service quality and personal selling towards customer purchase decision at PT Harapan Berkah Cemerlang

Lauren, Winie (2023) The effect of service quality and personal selling towards customer purchase decision at PT Harapan Berkah Cemerlang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Harapan Berkah Cemerlang is a company engaged in the distribution of consumer goods for various product brands. Decrease from year to year and the decline is thought to be due to service quality and personal selling problems in the company. The purpose of this research is to determine the effect of service quality and personal selling and purchase decision. Sales promotion and service quality influence purchasing decisions, indicating that to encourage consumers in purchasing decisions with sales promotion and service quality. Research method in this study with quantitative and descriptive methods using causal studies was used to analyse sample of 97 customers. Respondents are customers of PT Harapan Berkah Cemerlang who are taken using sampling criteria using non probability with convenience sampling. The questionnaire distribution carried out has passed the validity and reliability tests. The data tested has also passed the normality, multicollinearity, heteroscedasticity, and multiple linear regression tests. The results of the study show that service quality and personal selling simultaneously have a positive and significant effect on purchase decision with a coefficient of determination of 36.5%. Service quality and personal selling partially have a positive and significant effect on purchase decision. It can be recommended to PT Harapan Berkah Cemerlang to maintains service standards, improve their sales team's ability to identify market opportunities, fulfil customer needs that focus on product comparisons. / PT Harapan Berkah Cemerlang merupakan perusahaan yang bergerak di bidang distribusi barang konsumsi untuk berbagai merek produk. Penurunan dari tahun ke tahun dan penurunan tersebut diduga karena adanya masalah kualitas pelayanan dan personal selling pada perusahaan tersebut. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas pelayanan dan personal selling dan keputusan pembelian. Promosi penjualan dan kualitas pelayanan berpengaruh terhadap keputusan pembelian, mengindikasikan bahwa untuk mendorong konsumen dalam keputusan pembelian dengan adanya promosi penjualan dan kualitas pelayanan. Metode penelitian dalam penelitian ini dengan metode kuantitatif dan deskriptif dengan menggunakan studi kausal digunakan untuk menganalisis sampel sebanyak 97 pelanggan. Responden merupakan pelanggan PT Harapan Berkah Cemerlang yang diambil dengan menggunakan kriteria pengambilan sampel menggunakan non probability dengan convenience sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga telah lolos uji normalitas, multikolinearitas, heteroskedastisitas, dan regresi linier berganda. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan personal selling secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien determinasi sebesar 36,5%. Kualitas pelayanan dan personal selling secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Dapat direkomendasikan kepada PT Harapan Berkah Cemerlang untuk mempertahankan standar layanan, meningkatkan kemampuan tim penjualan mereka untuk mengidentifikasi peluang pasar, memenuhi kebutuhan pelanggan yang berfokus pada perbandingan produk.

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