Owen, Albert (2024) Influence of perceived quality and promotion on purchase decision at PT Pilar Sukses Bersama. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
PT Pilar Sukses Bersama experienced a decline in purchase decision that
can be seen from the sales data this was suspected due to perceived quality and
promotion. The aim of this research is to investigate whether perceived quality
and promotion have influence towards purchase decision at PT Pilar Sukses
Bersama.
Perceived quality and promotion have an important role in shaping
purchase decision. Perceived quality and promotion are highly connected with
purchase decision and sales data.
In this research, the writer used quantitative research design and SPSS.
The writer used descriptive and causal research. The sampling technique used
was simple random sampling. The sample size was 129 customers.
The results of hypothesis test showed that perceived quality and
promotion have an influence on purchase decision at either partial or
simultaneous. Furthermore, perceived quality and promotion have 32.1%
influence on purchase decision. This research also passed the validity, reliability,
normality, multicollinearity, heteroscedasticity, , multiple linear regression test
and the equation is Y = 19.162 + 0.093 X1 + 0.468 X2.
Recommendations for PT Pilar Sukses Bersama include increases the
guarantee if the receipt of products in the form of defects and damaged so that
customers feel the security and comfort in making transactions and need to
provide training to personal selling staff in order to serve with good
communication. / PT Pilar Sukses Bersama mengalami penurunan keputusan pembelian
yang dapat dilihat dari data penjualan hal ini diduga karena persepsi kualitas
dan promosi. Tujuan dari penelitian ini adalah untuk mengetahui apakah
persepsi kualitas dan promosi berpengaruh terhadap keputusan pembelian di PT
Pilar Sukses Bersama.
Kualitas dan promosi yang dirasakan memiliki peran penting dalam
membentuk keputusan pembelian. Kualitas dan promosi yang dirasakan sangat
terkait dengan keputusan pembelian dan data penjualan.
Dalam penelitian ini, penulis menggunakan desain penelitian kuantitatif
dan SPSS. Penulis menggunakan penelitian deskriptif dan kausal. Teknik
sampling yang digunakan adalah simple random sampling. Ukuran sampel
adalah 129 pelanggan.
Hasil uji hipotesis menunjukkan bahwa persepsi kualitas dan promosi
berpengaruh terhadap keputusan pembelian baik secara parsial maupun
simultan. Selanjutnya, kualitas dan promosi yang dirasakan memiliki pengaruh
32,1% terhadap keputusan pembelian. Penelitian ini juga lolos uji validitas,
reliabilitas, normalitas, multikolinearitas, heteroskedastisitas, regresi linier
berganda dan persamaannya adalah Y = 19,162 + 0,093 X1 + 0,468 X2.
Rekomendasi PT Pilar Sukses Bersama antara lain meningkatkan
jaminan jika penerimaan produk berupa cacat dan rusak sehingga pelanggan
merasakan keamanan dan kenyamanan dalam melakukan transaksi dan perlu
memberikan pelatihan kepada staf personal selling agar dapat melayani dengan
komunikasi yang baik.
Item Type: | Thesis (Bachelor) |
---|---|
Creators: | Creators NIM Email ORCID Owen, Albert NIM03011200032 albertowen13@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Sinaga, Poltak NIDN0120116201 UNSPECIFIED |
Uncontrolled Keywords: | Perceived quality ; Promotion ; Purchase Decision |
Subjects: | H Social Sciences > HD Industries. Land use. Labor 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: | Albert Owen |
Date Deposited: | 13 Feb 2024 10:43 |
Last Modified: | 13 Feb 2024 10:43 |
URI: | http://repository.uph.edu/id/eprint/61958 |