Pengaruh lokasi, citra perusahaan, dan kualitas pelayan terhadap keputusan pembelian di PT Atlantis Prima Indonesia = The influence of location, institutional image, and service quality on consumer purchase decision at PT Atlantis Prima Indonesia

Evelyn, Evelyn (2023) Pengaruh lokasi, citra perusahaan, dan kualitas pelayan terhadap keputusan pembelian di PT Atlantis Prima Indonesia = The influence of location, institutional image, and service quality on consumer purchase decision at PT Atlantis Prima Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Saat ini, pengetahuan tentang ilmu pengetahuan dan teknologi di masyarakat telah meningkat, membuat orang lebih selektif dalam memilih fasilitas layanan yang ingin mereka gunakan. Fasilitas layanan ini termasuk fasilitas medis. Klinik telah menjadi pilihan masyarakat ketika ingin mendapatkan layanan medis. Permintaan yang meningkat di sektor medis seharusnya menjadi peluang bagi PT Atlantis Prima Indonesia untuk tumbuh lebih besar. Tetapi dalam kenyataannya, penjualan perusahaan telah bertentangan dengan situasi tersebut. Tujuan dari penelitian ini adalah untuk mengungkap bagaimana faktor-faktor Lokasi , Citra Perusahaan, dan Kualitas Layanan memengaruhi Keputusan Pembelian Konsumen di PT Atlantis Prima Indonesia. Data ini mengadopsi pendekatan penelitian deskriptif dan kausal dan menggunakan metode kuantitatif. Data dikumpulkan melalui kuesioner yang disebarkan kepada 100 responden, baik pria maupun wanita, berusia antara >18 hingga 60 tahun, berdomisili di Medan, pernah menggunakan layanan medis, pernah mengunjungi Klinik Atlantis. Data yang dikumpulkan akan diolah menggunakan Model Persamaan Struktural (SEM) dengan menggunakan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa Lokasi memiliki pengaruh signifikan terhadap Keputusan Pembelian Konsumen dengan koefisien regresi sebesar 0,301. Citra Institusi memiliki pengaruh signifikan terhadap Keputusan Pembelian Konsumen dengan koefisien regresi sebesar 0,4. Kualitas Layanan memiliki pengaruh signifikan terhadap Keputusan Pembelian Konsumen dengan koefisien regresi sebesar 0,261. Berdasarkan hasil tersebut, pengaruh tertinggi pada Keputusan Pembelian Konsumen adalah Citra Institusi. Oleh karena itu, disarankan agar PT Atlantis Prima Indonesia memperkuat variabel khusus ini untuk mencapai jumlah konsumen yang lebih tinggi. / Nowadays the knowledge of science and technology in society has increased making people more selective in choosing the service facilities they want to use. Theseservice facilities include a medical facility. Clinics have become people's choice to have medical services. Increasing demand in medical sectors should have become PT Atlantis Prima Indonesia's chance to grow bigger. But in reality, the company sales have been contrary to the situation. The purpose of this research is to reveal how factors Location (L), Institutional Image (II), and Service Quality (SQ) influence Consumer Purchase Decision (CPD) at PT Atlantis Prima Indonesia. These data adopt descriptive and casual research approaches and employ quantitative methods. Data was gathered through a questionnaire distributed to 100 respondents, both male and female, aged between >18 to 60 years old, domiciled in Medan, had ever used medical services, and had ever visited Klinik Atlantis. The gathered data will be processed using the Structural Equation Model (SEM) using AMOS Software. The research result indicates that Location has significant influence on Consumer Purchase Decision with regression coefficient of 0.301. Institutional Image has significant influence on Consumer Purchase Decision with regression coefficient of 0.4. Service Quality has significant influence on Consumer Purchase Decision with regression coefficient of 0.261. Based on the result the highest influence on Consumer Purchase Decision is Institutional Image. Thus, it is recommended that PT Atlantis Prima Indonesia strengthen this specific variable in order to achieve a higher number of consumers.

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