The effect of corporate reputation, promotion and relationship quality on PT Karya Bangun Sejahtera Lestari

Kwan, Gilbert (2023) The effect of corporate reputation, promotion and relationship quality on PT Karya Bangun Sejahtera Lestari. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The property business in Medan has promising potential. With rapid economic growth and high demand for homes in this city, this business opportunity could be the right choice. In running this business, PT Karya Bangun Sejahtera Lestari is trying to increase customer loyalty during 2018-2020 due to the company's low reputation, ineffective promotion of the company's property business, and the low quality of employee and company relationships. Data collection was carried out by distributing questionnaires to customers who made their first or second purchase at PT. Karya Bangun Sejahtera Lestari, namely 102 people in Medan. The research sample was 82 respondents obtained using the Slovin formula. Data analysis technique using multiple linear regression analysis. Validity and reliability research distributed questionnaires to 30 respondents in other similar companies. The results of the pre-test research have met the validity and reliability tests. After that, distribution was carried out to 82 respondents and then analysis was carried out. The full sample results have met the validity, reliability, normality, multicollinearity, and heteroscedasticity tests. Based on hypothesis testing, corporate reputation, promotion and relationship quality have a significant effect on customer loyalty at PT. Karya Bangun Sejahtera Lestari, both partially and simultaneously. The recommendation for companies is that they can monitor customer market share regarding home quality or home design needs through good advertising promotions so that it can have a positive influence on customer loyalty. / Bisnis properti di Medan memiliki potensi yang menjanjikan. Dengan pertumbuhan ekonomi yang pesat dan tingginya permintaan rumah di kota ini, peluang bisnis ini dapat menjadi pilihan yang tepat. Dalam menjalankan bisnis ini, PT Karya Bangun Sejahtera Lestari berupaya meningkatkan loyalitas pelanggan selama 2018-2020 yang disebabkan karena reputasi perusahaan yang masih rendah, kurang efektifnya promosi bisnis properti perusahaan dan rendahnya kualitas hubungan karyawan dan perusahaan. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada pelanggan yang membeli pertama atau kedua di PT. Karya Bangun Sejahtera Lestari yaitu 102 orang di Medan. Sampel penelitian diperoleh 82 orang responden yang diperoleh dengan dengan rumus Slovin. Teknik analisis data dengan analisis regresi linear berganda. Penelitian validitas dan reliabilitas menyebarkan kuesioner kepada 30 orang responden di perusahaan lain yang sejenis. Hasil penelitian pre test telah memenuhi uji validitas dan reliabilitas. Setelah itu baru dilakukan penyebaran kepada 82 orang responden dan kemudian dilakukan analisis. Hasil sampel penuh telah memenuhi uji validitas, reliabilitas, normalitas, multikolinearitas dan heteroskedastisitas. Berdasarkan uji hipotesis, reputasi perusahaan, promosi dan kualitas hubungan berpengaruh signifikan terhadap loyalitas pelanggan pada PT. Karya Bangun Sejahtera Lestari, baik secara parsial maupun simultan. Rekomendasi untuk perusahaan adalah dapat dilakukan pemantauan pangsa pasar pelanggan terhadap kebutuhan kualitas rumah atau desain rumah melalui promosi iklan yang baik sehingga nantinya dapat memberikan pengaruh positif terhadap loyalitas pelanggan.

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