Pengaruh Kualitas Pelayanan, Penjualan Personal, Dan Kepuasan Pelanggan Terhadap Keputusan Pembelian Pelanggan Pada PT. Hokinda Citralestari

Authors

  • Tasya Tasya Universitas Prima Indonesia
  • Rosinta Romauli Situmeang Universitas Prima Indonesia
  • Jovin Khosashi Universitas Prima Indonesia
  • Angelica Liu Universitas Prima Indonesia
  • Hendra Hendra Universitas Prima Indonesia
  • Poltak Sinaga Universitas Prima Indonesia

DOI:

https://doi.org/10.37385/msej.v5i1.4406

Keywords:

Kualitas Pelayanan, Penjualan Personal, Kepuasan Pelanggan, Keputusan Pembelian

Abstract

  1. 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.

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Published

2024-02-09

How to Cite

Tasya, T., Situmeang, R. R., Khosashi, J., Liu, A., Hendra, H., & Sinaga, P. (2024). Pengaruh Kualitas Pelayanan, Penjualan Personal, Dan Kepuasan Pelanggan Terhadap Keputusan Pembelian Pelanggan Pada PT. Hokinda Citralestari. Management Studies and Entrepreneurship Journal (MSEJ), 5(1), 2949–2957. https://doi.org/10.37385/msej.v5i1.4406