The influence of product quality, brand image, and promotion to customer purchasing decision of spare parts in PT Sukses Selaras Sentosa Medan

Djaya, Withy (2023) The influence of product quality, brand image, and promotion to customer purchasing decision of spare parts in PT Sukses Selaras Sentosa Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Today’s automotive industry reflects the fast and global movement. Automotive industry has greatly contributed to economic growth in Indonesia. Automotive industry growth could be seen through many usages of vehicles around. The aftermarket services have been spreading to create a provide that is needed by the customers. With many competitors rise, PT Sukses Selaras Sentosa has to push customer purchasing decision on the spare parts products. In this position, has started PT Sukses Selaras Sentosa to do research upon the Influence of Product Quality, Brand Image, and Promotion to Customer Purchasing Decision of Spare Parts at PT Sukses Selaras Sentosa. The data to support the research will include primary data and secondary data. This research has collected 65 respondents through shared questionnaire using the saturated sampling method. The data will be analyzed using the application SPSS V.25. The result of each test shows the ability of product quality, brand image, and promotion to influence purchase decision partially and significantly. To improve company sales, the research suggests active in digital promotion, create shortened name for the company to reach new customers, and create a clean space to expand good purchasing experience to the customers. / Dalam industri otomotif saat ini, mencerminkan pergerakan yang cepat dan global. Industri otomotif telah memberikan kontribusi besar terhadap pertumbuhan ekonomi di Indonesia. Pertumbuhan industri otomotif terlihat dari banyaknya penggunaan kendaraan disekitarnya. Layanan aftermarket telah menyebar untuk menciptakan penawaran yang dibutuhkan oleh pelanggan. Dengan banyaknya pesaing yang bermunculan, PT Sukses Selaras Sentosa harus mendorong keputusan pembelian pelanggan terhadap produk suku cadang. Pada posisi ini, telah dimulainya PT Sukses Selaras Sentosa membuat penelitian Pengaruh Kualitas Produk, Citra Merek, dan Promosi Terhadap Keputusan Pembelian Pelanggan Suku Cadang Pada PT Sukses Selaras Sentosa. Data yang digunakan untuk menunjang penelitian meliputi data primer dan data sekunder. Penelitian ini mengumpulkan 65 responden melalui penyebaran kuesioner dengan menggunakan metode pengambilan sampel jenuh. Data dianalisis menggunakan aplikasi SPSS V.25. Hasil dari setiap pengujian menunjukkan kemampuan kualitas produk, citra merek, dan promosi berpengaruh secara parsial dan signifikan terhadap keputusan pembelian. Untuk meningkatkan penjualan Perusahaan, penelitian menyarankan untuk aktif dalam promosi digital membuat nama pendek bagi perusahaan untuk menjangkau pelanggan baru, dan ciptakan ruang bersih untuk memperluas pengalaman pembelian yang baik kepada pelanggan.

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