The Influence Of Sales Promotion Towards Customer Satisfaction At Pt. Sumber Agrindo Sejahtera, Medan

Nasmawati, Umalia (2021) The Influence Of Sales Promotion Towards Customer Satisfaction At Pt. Sumber Agrindo Sejahtera, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT. Sumber Agrindo Sejahtera, Medan is a distributor for agricultural industry especially in fertilizer and pesticide. The objectives in doing this research are to find out the implementation of sales promotion at PT. Sumber Agrindo Sejahtera, Medan, to describe the customer satisfaction at PT. Sumber Agrindo Sejahtera, Medan, and to analyze whether sales promotion have influence towards customer satisfaction at PT. Sumber Agrindo Sejahtera, Medan or not. The research method used in this research is quantitative descriptive research and the type is descriptive research and causal research. Population in this research is all the customers of PT. Sumber Agrindo Sejahtera, Medan which consist of 63 customers. In this research, all the population members are taken as the samples, then the sample is 63 customers of PT. Sumber Agrindo Sejahtera, Medan. The result of this research shows that the implementation of sales promotion at PT. Sumber Agrindo Sejahtera, Medan was not good enough. It can be seen from the responses of the customer for the sales promotion. Based on the research that conducted by the writer, about the customer satisfaction at PT. Sumber Agrindo Sejahtera, Medan, the overall assessment value of likert scale given by respondents, the result is mostly average which was three (neutral). This means that the mostly customers have average satisfaction with the company. However, some of the customers gave value around one and two. This means that some of the customers are not satisfied with the company. Sales promotion has influence towards customer satisfaction at PT. Sumber Agrindo Sejahtera, Medan which is proved by the hypothesis test that the null hypothesis is rejected and the alternative hypothesis is accepted. The coeficient of determination (R2 ) is 0.484 that means sales promotion has influence towards customer satisfaction at PT. Sumber Agrindo Sejahtera, Medan for 48.4% and the rest 51.6% is affected by other factors such as service quality, price, product quality and so forth. The regression coefficient of sales promotion variable is 0.744; it means that in this research model, if sales promotion variable increases 1 unit, then the customer satisfaction variable will increase for 0.744 unit. / PT. Sumber Agrindo Sejahtera, Medan adalah distributor untuk industri pertanian khususnya pupuk dan pestisida. Tujuan dalam melakukan penelitian ini adalah untuk mengetahui pelaksanaan promosi penjualan pada PT. Sumber Agrindo Sejahtera, Medan, untuk mendeskripsikan kepuasan pelanggan pada PT. Sumber Agrindo Sejahtera, Medan, dan untuk menganalisis apakah promosi penjualan berpengaruh terhadap kepuasan pelanggan pada PT. Sumber Agrindo Sejahtera, Medan atau tidak. Metode penelitian yang digunakan dalam penelitian ini adalah penelitian deskriptif kuantitatif dengan jenis penelitian deskriptif dan penelitian kausal. Populasi dalam penelitian ini adalah seluruh pelanggan PT. Sumber Agrindo Sejahtera, Medan yang terdiri dari 63 pelanggan. Dalam penelitian ini diambil seluruh anggota populasi sebagai sampel, maka sampelnya adalah 63 pelanggan PT. Sumber Agrindo Sejahtera, Medan. Hasil penelitian menunjukkan bahwa pelaksanaan promosi penjualan pada PT. Sumber Agrindo Sejahtera, Medan tidak cukup baik. Hal ini dapat dilihat dari respon pelanggan terhadap promosi penjualan. Berdasarkan penelitian yang dilakukan penulis, tentang kepuasan pelanggan pada PT. Sumber Agrindo Sejahtera, Medan, keseluruhan nilai penilaian skala likert yang diberikan oleh responden, hasilnya sebagian besar rata-rata yaitu tiga (netral). Ini berarti bahwa sebagian besar pelanggan memiliki kepuasan rata-rata terhadap perusahaan. Namun, beberapa pelanggan memberi nilai sekitar satu dan dua. Ini berarti bahwa beberapa pelanggan tidak puas dengan perusahaan. Promosi penjualan berpengaruh terhadap kepuasan pelanggan pada PT. Sumber Agrindo Sejahtera, Medan yang dibuktikan dengan uji hipotesis bahwa hipotesis nol ditolak dan hipotesis alternatif diterima. Koefisien determinasi (R2) sebesar 0,484 yang berarti promosi penjualan berpengaruh terhadap kepuasan pelanggan pada PT. Sumber Agrindo Sejahtera, Medan sebesar 48,4% dan sisanya 51,6% dipengaruhi oleh faktor lain seperti kualitas pelayanan, harga, kualitas produk dan lain sebagainya. Koefisien regresi variabel promosi penjualan adalah 0,744; Artinya dalam model penelitian ini, jika variabel promosi penjualan meningkat 1 unit, maka variabel kepuasan pelanggan akan meningkat sebesar 0,744 unit.

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