Pengaruh Kualitas Pelayanan, Penjualan Personal, Dan Kepuasan Pelanggan Terhadap Keputusan Pembelian Pelanggan Pada PT. Hokinda Citralestari
DOI:
https://doi.org/10.37385/msej.v5i1.4406Keywords:
Kualitas Pelayanan, Penjualan Personal, Kepuasan Pelanggan, Keputusan PembelianAbstract
- Hokinda Citralestari saat ini sedang mengalami beberapa fenomena dimana keputusan pembelian pelanggan pada produk yang ditawarkan oleh perusahaan terus mengalami penurunan dari tahun ke tahunnya. Hal tersebut berdampak pada perkembangan perusahaan karena jumlah penjualan produk perusahaan terus mengalami penurunan. Hal tersebut diketahui diakibatkan oleh kualitas pelayanan, penjualan personal dan kepuasan pelanggan. Waktu penelitian bulan Februari 2022. Peneliti mengambil populasi dalam penelitian ini sebanyak 238 pelanggan yang melakukan pembelian pada perusahaan. Teknik penentuan sampel yang akan digunakan adalah dengan menggunakan rumus Slovin dengan tingkat toleransi 5% dimana dengan perhitungan yang dilakukan, didapatkan sebanyak 149 sampel. Kualitas Pelayanan mempunyai dampak positif dan signifikan terhadap Keputusan Pembelian pada PT. Hokinda Citralestari. Penjualan Personal mempunyai dampak positif dan signifikan terhadap Keputusan Pembelian pada PT. Hokinda Citralestari. Kepuasan Pelanggan mempunyai dampak positif dan signifikan terhadap Keputusan Pembelian pada PT. Hokinda Citralestari. Secara serempak Kualitas Pelayanan, Penjualan Personal dan Kepuasan Pelanggan mempunyai dampak signifikan terhadap Keputusan Pembelian pada PT. Hokinda Citralestari.
References
Arifin, J. (2017). SPSS 24 for research and theses. Jakarta: Elex Media Komputindo.
Bararuallo, F. (2019). Introduction to Business (Principles, Concepts, Theories and Strategies). Jakarta: Atma Jaya University.
Darmis. (2021). Things That Affect Room Prices. Solo: Gumun Institution Foundation.
Dharmawati, M. (2016). Entrepreneurship. Publisher PT. RajaGrafindo Persada Depok.
Enterprise, Jubilee. (2018). Fluently Using SPSS For Beginners. Jakarta: Elex Media Komputindo.
Firmansyah, A. (2018). Consumer Behavior (Attitudes and Marketing). Publisher Deepublish Publisher Yogyakarta.
____________. (2019). Product and Brand Marketing (Planning & Strategy). Publisher Deepublish Publisher, Yogyakarta.
Ghodang, Hironymus. (2020). Quantitative Research Methods: Basic Concepts & Applications of Regression and Path Analysis Using SPSS. Medan: Group Partner Publishers.
Gunarsih, Cindy Magdalena. (2021). "The Influence of Price on Customer Purchasing Decisions at the Pelita Jaya Buyungon Amurang Store." Journal of Productivity. Manado.
Januardin and Holfian Daulat Tambun Saribu. (2022). The Influence Of Price and Brand Image on The Purchase Decision of Honda Vario Motorcycle Techno 125 PGM FI in Medan. International Journal of Global Economics and Finance.
Jaya, I. M. L. M. (2020). Quantitative and Qualitative Research Methods. Publisher Thema Publishing, Yogyakarta.
Kurniawan, A. R. (2018). Marketing Basics, Everything About Marketing & Sales. Quadrant Publishers, Yogyakarta.
Marpaung, Fenny Krisna, et al. (2020). “The Influence of Brand Image, Distribution Channels, and Product Quality on Purchasing Decisions at PT. Prima Sentosa Lestari.” Warta Dharmawangsa Scientific Magazine. Medan.
Marsam. (2020). The Influence of Leadership Style, Competency and Commitment on Employee Performance in the Technical Implementation Unit in the Yapis Branch of Biak Numfor Regency. Pasuruan: Qiara Media.
Marzuki, A, Crystha, A., & Pipit, F. R. (2020). Statistics Practicum. Malang: Ahlimedia Press.
Morissan. (2015). Advertising: Integrated Marketing Communications. Publisher Prenada Media Group, Jakarta
Mukthazar. (2020). Educational Research Procedures. Yogyakarta: Absolute Media.
Priyatno, D. (2018). SPSS Easy Guide to Data Processing for Students & the General Public. CV Publisher. Andi Offset, Yogyakarta.
Purboyo, et al. (2021). Consumer Behavior (Conceptual and Practical Review). Bandung: Indonesian Science Media.
Purnomo., Rochmat Aldy. (2017). Economic and Business Statistical Analysis Using SPSS. Ponorogo: UNMUH Ponorogo Press.
Qamar, N., & Farah, S. R. (2020). Doctrinal and Non-Doctrinal Legal Research Methods. Makssar: Social Political Genius.
Ramadhani, D., Merida, A. H., & Suheri. (2020). Cost Accounting (Concept and Implementation in the Manufacturing Industry). Yogyakarta: Markumi.
Riyanto, S., & Aglis, A. H. (2020). Research Methods Quantitative Research in the Fields of Management, Engineering, Education and Experimentation. Yogyakarta: Deepublish Publisher.
Rossanty, Y., Nasution, M. D. T. P., & Ario, F. (2018). Consumer Behavior in the Millennial Era. Publisher: Aqli Scientific Writing and Research Institute, Medan.
Sihombing, Alvin Yordi and Sayifullah. (2018). "The Influence of Brand Image and Price on Purchasing Decisions of Holcim Cement at PT. Kinco Prima Batam.” Triangle Journal. Batam.
Sunyoto, D. (2014). Consumer Behavior Research Practices, Theories, Questionnaires, Tools and Data Analysis. CAPS Publisher, Yogyakarta.
Suyono, et al. (2021). “Analysis of the Influence of Products and Prices on Purchasing Decisions and Customer Loyalty at PT. Mura Maha Agung Pekanbaru.” Journal of Accounting, Entrepreneurship and Business, Pekanbaru.
Supriadi, Iman. (2020). Accounting Research Methods. Yogyakarta: Deepublish Publisher.
Suryanto, M. H. (2016). Distribution Management Operational System. Publisher PT. Grasindo. Jakarta.
Susanti, Noevie, et al. (2017). “The Influence of Marketing Mix (4P) on PT Housing Purchasing Decisions. Berlian Bersaudara Propertindo (Case Study of Taman Arizona Housing 1 Taman Arizona 2 and Taman Arizona 3 in Talang Jambi Palembang." Scientific Journal of Current Global Economics, Talang.
Syawaludin, M. (2017). Sociology of Resistance. Yogyakarta: Deepublish Publisher.
Tjiptono, F. & Diana, A. (2016). Marketing Essentials and Apps. CV Publisher. Andi Offset, Yogyakarta.
_____________________. (2019). Customer Satisfaction-Concept, Measurement and Strategy. CV Publisher. Andi Offset, Yogyakarta.
Waruwu, Krisnisba, Suci Octaviani, Kevin Fransiskus, and Holfian Daulat Tambun Saribu. (2022). The Influence of the Service System on the Loyalty of Service Users Using Agriculture Services at PT. Indonesian Surveyor. Management Studies and Entrepreneurship Journal.
Wijayanti, T. (2019). Marketing Plan! In Business. Publisher PT. Elex Media Komputindo. Jakarta.
Yuliawati, L., et al. (2019). First Aid in Quantitative Times: A Practical Guide to Using JASP Software. Surabaya: Ciputra University.
Yusuf, Muhammad and Lukman Daris. (2019). Theory & Application Research Data Analysis in the Fisheries Sector. Bogor: IPB Press.
Template
