Influence of perceived quality and promotion on purchase decision at PT Pilar Sukses Bersama

Owen, Albert (2024) Influence of perceived quality and promotion on purchase decision at PT Pilar Sukses Bersama. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Pilar Sukses Bersama experienced a decline in purchase decision that can be seen from the sales data this was suspected due to perceived quality and promotion. The aim of this research is to investigate whether perceived quality and promotion have influence towards purchase decision at PT Pilar Sukses Bersama. Perceived quality and promotion have an important role in shaping purchase decision. Perceived quality and promotion are highly connected with purchase decision and sales data. In this research, the writer used quantitative research design and SPSS. The writer used descriptive and causal research. The sampling technique used was simple random sampling. The sample size was 129 customers. The results of hypothesis test showed that perceived quality and promotion have an influence on purchase decision at either partial or simultaneous. Furthermore, perceived quality and promotion have 32.1% influence on purchase decision. This research also passed the validity, reliability, normality, multicollinearity, heteroscedasticity, , multiple linear regression test and the equation is Y = 19.162 + 0.093 X1 + 0.468 X2. Recommendations for PT Pilar Sukses Bersama include increases the guarantee if the receipt of products in the form of defects and damaged so that customers feel the security and comfort in making transactions and need to provide training to personal selling staff in order to serve with good communication. / PT Pilar Sukses Bersama mengalami penurunan keputusan pembelian yang dapat dilihat dari data penjualan hal ini diduga karena persepsi kualitas dan promosi. Tujuan dari penelitian ini adalah untuk mengetahui apakah persepsi kualitas dan promosi berpengaruh terhadap keputusan pembelian di PT Pilar Sukses Bersama. Kualitas dan promosi yang dirasakan memiliki peran penting dalam membentuk keputusan pembelian. Kualitas dan promosi yang dirasakan sangat terkait dengan keputusan pembelian dan data penjualan. Dalam penelitian ini, penulis menggunakan desain penelitian kuantitatif dan SPSS. Penulis menggunakan penelitian deskriptif dan kausal. Teknik sampling yang digunakan adalah simple random sampling. Ukuran sampel adalah 129 pelanggan. Hasil uji hipotesis menunjukkan bahwa persepsi kualitas dan promosi berpengaruh terhadap keputusan pembelian baik secara parsial maupun simultan. Selanjutnya, kualitas dan promosi yang dirasakan memiliki pengaruh 32,1% terhadap keputusan pembelian. Penelitian ini juga lolos uji validitas, reliabilitas, normalitas, multikolinearitas, heteroskedastisitas, regresi linier berganda dan persamaannya adalah Y = 19,162 + 0,093 X1 + 0,468 X2. Rekomendasi PT Pilar Sukses Bersama antara lain meningkatkan jaminan jika penerimaan produk berupa cacat dan rusak sehingga pelanggan merasakan keamanan dan kenyamanan dalam melakukan transaksi dan perlu memberikan pelatihan kepada staf personal selling agar dapat melayani dengan komunikasi yang baik.

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