The effect of service quality, brand image, and customer trust on purchasing decision at PT. Perintis Perkasa (Flamboyan branch)

Jonathan, Jonathan (2023) The effect of service quality, brand image, and customer trust on purchasing decision at PT. Perintis Perkasa (Flamboyan branch). Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (170kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (434kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (672kB) | Preview
Preview	Text (Chapter1) Chapter 1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3) Chapter 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4) Chapter 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (Chapter5) Chapter 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (686kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (852kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)

Abstract

Nowadays business development has advanced and evolved at a rapid pace. Businesses must be informed of current trends and improve their service quality, brand image, and customer trust to increase consumer happiness and competitive advantage. To produce sales, a business must be able to optimize its capacity to build competitive advantages. Primary data is used in this study, and questionnaires are sent to PT Perintis Perkasa (Flamboyan Branch) Medan. Data is evaluated using validity and reliability tests. The non-probability sampling method was used in this research. The data is analyzed using SPSS 25.0, and the research model is evaluated for normality, heteroscedasticity, multicollinearity, and linearity. Additionally, the data was investigated using multiple linear regression and the coefficient of determination test, as well as hypothesis testing using the F-Test and T-Test. The results obtained show that the Service Quality variable does have a positive effect on purchasing decisions at PT Perintis Perkasa (Flamboyan Branch) Medan. Brand Image variable doesn’t affect purchasing decisions at PT Perintis Perkasa (Flamboyan Branch) Medan. The Customer Trust variable doesn’t affect purchasing decisions at PT Perintis Perkasa (Flamboyan Branch) Medan. All independent variables impact the dependent variable simultaneously. The coefficient of determination (Adjusted R2) is 0.638, or 63%, which means the independent variable influences the dependent variable 63% of the time. Recommendation for PT Perintis Perkasa (Flamboyan Branch) is needed to focus on their service quality, discounts, promotional strategy, locations, and prices to increase customer purchasing decisions./ Saat ini perkembangan dunia usaha sudah maju dan berkembang dengan pesat. Bisnis harus mengetahui tren saat ini dan meningkatkan kualitas layanan, citra merek, dan kepercayaan pelanggan untuk meningkatkan kepuasan konsumen dan keunggulan kompetitif. Untuk menghasilkan penjualan, suatu bisnis harus mampu mengoptimalkan kapasitasnya untuk membangun keunggulan kompetitif. Data primer digunakan dalam penelitian ini, dan kuesioner dikirimkan ke PT Perintis Perkasa (Cabang Flamboyan) Medan. Data dievaluasi menggunakan uji validitas dan reliabilitas. Metode non-probability sampling digunakan dalam penelitian ini. Data dianalisis menggunakan SPSS 25.0, dan model penelitian dievaluasi normalitas, heteroskedastisitas, multikolinearitas, dan linearitas. Pengujian data dilakukan dengan menggunakan regresi linier berganda dan uji koefisien determinasi, serta uji hipotesis menggunakan Uji F dan Uji T. Hasil yang diperoleh menunjukkan bahwa variabel Kualitas Pelayanan mempunyai pengaruh positif terhadap keputusan pembelian pada PT Perintis Perkasa (Cabang Flamboyan) Medan. Variabel Citra Merek tidak mempunyai pengaruh terhadap keputusan pembelian pada PT Perintis Perkasa (Cabang Flamboyan) Medan. Variabel Kepercayaan Pelanggan tidak mempunyai pengaruh terhadap keputusan pembelian pada PT Perintis Perkasa (Cabang Flamboyan) Medan. Seluruh variabel independen mempengaruhi variabel dependen secara simultan (bersamaan). Koefisien determinasi (Adjusted R2) sebesar 0,638 atau 63% yang berarti variabel independen mempengaruhi variabel dependen sebesar 63%. Rekomendasi bagi PT Perintis Perkasa (Cabang Flamboyan) agar fokus pada kualitas pelayanan, diskon, strategi promosi, lokasi, dan harga untuk meningkatkan keputusan pembelian pelanggan.

Actions (login required)

View Item