The influence of showroom atmosphere, personal selling, and brand image on customer’s purchase decision at PT Dipo Internasional Pahala Otomotif -Krakatau Branch, Medan

Culbert, Vincent (2023) The influence of showroom atmosphere, personal selling, and brand image on customer’s purchase decision at PT Dipo Internasional Pahala Otomotif -Krakatau Branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Competition certainly occurs in the business world, one of which is the automotive world. PT Dipo Internasional Pahala Otomotif Krakatau-Branch Medan is the research object of this research because sales in 2022-August 2023 declined and Mitsubishi is in 4th position in Indonesia. The aim of this research is to find out the influence of showroom atmosphere, personal selling, and brand image on customer purchase decisions. Customer experience when in a showroom environment and interacting with salespeople is one of the benchmarks for obtaining information about the influence of the characteristics of a place and verbal communication on customer purchase decisions. Moreover, consumer perceptions of a brand will also influence customer purchase decisions. Quantitative research design is used in this research and convenience sampling is used in order to gain 40 respondents. IBM SPSS V. 26 is utilized in this research. The research passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, and multiple linear regression test with equation of Y = - 5.227 + 0.718X1 + 0.239X2 + 0.244X3. The hypothesis results (partial test) indicate that showroom atmosphere and personal selling have partially influenced the customer purchase decision. However, brand image does not influence the customer purchase decisions. Logically, this happens because respondents are old customers. The writer recommends that this showroom needs to improve indoor conditions, maintain cleanliness, hold more frequent training for salespeople and creating advertisements about testimonials from loyal customers. / Persaingan tentunya terjadi dalam dunia bisnis, salah satunya adalah dunia otomotif. PT Dipo Internasional Pahala Otomotif Krakatau-Cabang Medan menjadi objek penelitian penelitian ini dikarenakan penjualan pada tahun 2022- Agustus 2023 mengalami penurunan dan Mitsubishi berada di posisi ke-4 di Indonesia. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh atmosfir showroom, penjualan personal, dan citra merek terhadap keputusan pembelian. Pengalaman pelanggan ketika berada di lingkungan showroom dan berinteraksi dengan tenaga penjualan menjadi salah satu tolak ukur untuk memperoleh informasi mengenai pengaruh karakteristik suatu tempat dan komunikasi verbal terhadap keputusan pembelian pelanggan. Selain itu, persepsi konsumen terhadap suatu merek juga akan mempengaruhi keputusan pembelian. Desain penelitian kuantitatif digunakan dalam penelitian ini dan convenience sampling digunakan untuk memperoleh 40 responden. IBM SPSS V.26 digunakan dalam penelitian ini. Penelitian ini lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, dan uji regresi linier berganda dengan persamaan Y = - 5,227 + 0,718X1 + 0,239X2 + 0,244X3. Hasil hipotesis (tes partial) menunjukkan bahwa atmosfer showroom dan penjualan personal berpengaruh secara parsial terhadap keputusan pembelian pelanggan. Namun citra merek tidak berpengaruh terhadap keputusan pembelian pelanggan. Secara logika, hal ini terjadi dikarenakan responden-responden adalah konsumen lama. Penulis merekomendasikan agar showroom ini perlu memperbaiki kondisi dalam ruangan, menjaga kebersihan, mengadakan pelatihan tenaga penjualan, dan membuat iklan mengenai testimoni dari pelanggan setia.

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