The influence of product diversity, service quality, and product quality on customer purchase decision at PT Wika Wiki Garment Indonesia

Saraswati, Wita (2023) The influence of product diversity, service quality, and product quality on customer purchase decision at PT Wika Wiki Garment Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Wika Wiki Garment Indonesia was established in 1976 in Medan, Sumatra Utara, Indonesia. This store specializes in batik and sells sarong, shirts, and housewear. The purpose of this research is to reveal the influence of Product Diversity, Service Quality, and Product Quality on Customer Purchase Decisions at PT Wika Wiki Garment Indonesia prompted by a noticeable income decline from 2020 to 2023 and some issues This study uses a quantitative design with a descriptive and causal approach. The population in this study are customers of PT Wika Wiki Garment Indonesia. The sample in this study amounted to 97 people using non-probability with convenience sampling to determine the sample in this study. The data is measured by validity and reliability tests and is analyzed using SPSS 25.00. The data was also tested with multiple linear regression. Product Diversity has a partially significant effect on the Customer Purchase Decision at PT Wika Wiki Garment Indonesia, Service Quality has a partially significant effect on the Customer Purchase Decision at PT Wika Wiki Garment Indonesia, Product Quality has a partially significant effect on the Customer Purchase Decision at PT Wika Wiki Garment Indonesia, The result of this study is Product Diversity, Service Quality, and Product Quality have a simultaneous influence on Customer Purchase Decisions at PT Wika Wiki Garment Indonesia. The recommendation for this research is diversify sizes, improve employee empathy, and enhance product quality / PT Wika Wiki Garment Indonesia didirikan pada tahun 1976 di Medan, Sumatra Utara, Indonesia. Toko ini mengkhususkan diri dalam batik dan menjual sarung, kemeja, dan pakaian rumah. Tujuan dari penelitian ini adalah untuk mengungkap pengaruh Keragaman Produk, Kualitas Layanan, dan Kualitas Produk terhadap Keputusan Pembelian Pelanggan di PT Wika Wiki Garment Indonesia yang dipicu oleh penurunan pendapatan yang menurun dari tahun 2020 hingga 2023 dan beberapa isu terkait. Penelitian ini menggunakan desain kuantitatif dengan pendekatan deskriptif dan kausal. Populasi dalam penelitian ini adalah pelanggan PT Wika Wiki Garment Indonesia. Sampel dalam penelitian ini berjumlah 97 orang dengan menggunakan non-probability dengan convenience sampling untuk menentukan sampel. Data diukur melalui uji validitas dan reliabilitas, dan dianalisis menggunakan SPSS 25.00. Data juga diuji dengan regresi linear berganda. Keragaman Produk memiliki pengaruh yang sebagian signifikan terhadap Keputusan Pembelian Pelanggan di PT Wika Wiki Garment Indonesia, Kualitas Layanan memiliki pengaruh yang sebagian signifikan terhadap Keputusan Pembelian Pelanggan di PT Wika Wiki Garment Indonesia, Kualitas Produk memiliki pengaruh yang sebagian signifikan terhadap Keputusan Pembelian Pelanggan di PT Wika Wiki Garment Indonesia. Hasil dari penelitian ini adalah Keragaman Produk, Kualitas Layanan, dan Kualitas Produk memiliki pengaruh simultan terhadap Keputusan Pembelian Pelanggan di PT Wika Wiki Garment Indonesia. Rekomendasi dari penelitian ini adalah memperluas variasi ukuran, meningkatkan empati karyawan, dan meningkatkan kualitas produk.

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