The influence of product quality towards customer purchasing decision at PT Suriatama Mahkota Kencana

Ng, Wilbert Nathaniel (2021) The influence of product quality towards customer purchasing decision at PT Suriatama Mahkota Kencana. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study is to examine the effect of product quality on consumer purchasing decisions at PT Suriatama Mahkota Kencana Currently, the company is experiencing a decline in consumer purchasing decisions. This can be seen from the decline in sales experienced by the company. A product that has a quality that meets the standards of quality that has been determined, and quality is a continually changing condition as the consumer's taste, or expectation of a product is always changing. Descriptive and causal studies were used to analyze a sample of 126 customers. Respondents were customers of PT Suriatama Mahkota Kencana who were taken using probability sampling criteria, simple random sampling. The distribution of questionnaires carried out has passed the validity and reliability test. The data tested also passed the normality test, heteroscedasticity test and linearity test. The coefficient of determination shows that 45% of the quality of the product affects the purchasing decision at PT Suriatama Mahkota Kencana. For this reason, it can be suggested that the company should carry out routine control of the products sold by doing routine quality control every week to select products that are no longer suitable for sale. In addition to the problem of purchasing decisions, the company needs to provide various facilities that affect purchasing decisions such as promotions, price discounts in order to attract customers' interest in buying products from company./Tujuan dari penelitian ini adalah untuk menguji pengaruh kualitas produk terhadap keputusan pembelian konsumen pada PT Suriatama Mahkota Kencana Saat ini perusahaan sedang mengalami penurunan keputusan pembelian konsumen. Hal ini terlihat dari penurunan penjualan yang dialami perusahaan. Suatu produk yang mempunyai mutu yang memenuhi estándar mutu yang telah ditentukan, dan mutu adalah kondisi yang terus berubah sesuai selera konsumen, atau harapan akan suatu produk yang selalu berubah. Studi deskriptif dan kausal digunakan untuk menganalisis sampel dari 126 pelanggan. Responden adalah pelanggan PT Suriatama Mahkota Kencana yang diambil dengan menggunakan kriteria probability sampling dengan menggunakan simple random sampling. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, uji heteroskedastisitas dan uji linieritas. Nilai koefisien determinasi menunjukkan 45% bahwa kualitas produk mempengaruhi pembelian pada PT Suriatama Mahkota Kencana. Untuk itu dapat diminta kepada perusahaan untuk melakukan kontrol yang rutin terhadap produk yang dijual dengan cara melakukan control kualitatif yang rutin dalam setiap minggu untuk memilih produk yang sudah tidak layak dijual. Selain itu, pada masalah keputusan pembelian perlu diberikan berbagai fasilitas dalam keputusan pembelian seperti promosi, harga agar menarik minat pelanggan dalam membeli produk dari perusahaaan.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Ng, Wilbert NathanielNIM03011170013ng.wilbert@yahoo.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorRonald, RonaldNIDN0720097804ronald.suryaputra@uph.edu
Uncontrolled Keywords: product quality; customer purchase decision; PT Suriatama Mahkota Kencana
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 11834 not found.
Date Deposited: 09 Aug 2021 10:23
Last Modified: 18 Jan 2022 04:36
URI: http://repository.uph.edu/id/eprint/41129

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