Pengaruh Persepsi Harga dan Kualitas Layanan terhadap Keputusan Pembelian produk Pelapis Cat dan Resin Di PT.JJCHI

Situmorang, Dormelija (2014) Pengaruh Persepsi Harga dan Kualitas Layanan terhadap Keputusan Pembelian produk Pelapis Cat dan Resin Di PT.JJCHI. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study aims to discover and analyze the effect of price perception and service quality influencing the purchasing decison of chemicals material in PT.JJCHI by using quesstionnarie survey in PT.JJCHI then proceed using SPSS (Statistical Program Social Science).The population in this research is business customer that have purchased from JJCHI and the existing customer, as well. Based on the analysis, the indicators in this study are valid and variables are reliable. The influence of price perception is significant and has the positive effect. Service quality is significant dan has a positive effect. Furthermore, this variabel has the strongest effect that influencingg the purchasing decison of chemicals material in PT. JJCHI. In the classical assumption test, regression models multikolonierity free, and heteroscedasticity does not happen, follows the normal distribution. Under the influencies of price perception and service quality to the purchasing decision of chemicals material in PT.JJCHI, company management or the people who has authority to determine the price must consider the price with the function received, and for the service quality all the employee must keep good communication / relationship and much serve the customer better, it is expected the cusstomer will do continuosly purchase and the company achieve the high sales target. Key words: perceived of price, quality of services, purchase decision. Penelitian ini bertujuan untuk mengetahui ,dan menganalisa pengaruh persepsi harga dan kualitas layanan terhadap keputusan pembelian terhadap produk kimia di PT. JJCHI dengan menggunakan SPSS ((Statistical Program Social Science).Populasi dalam penelitian ini adalah pelanggan sektor bisnis yang sudah pernah melakukan pembelian di PT. JJCHI juga pelanggan yang masih merupakan pelanggan tetap saat ini. Berdasarkan analisis data statistik, indikator-indikator pada penelitian ini memiliki validitas yang tinggi, dan variabelnya memberikan pengaruh yang sangat nyata. Berdasarkan adanya pengaruh persepsi harga dan kualitas layanan terhadap keputusan pembelian produk kimia di JJCHI, manajemen perusahaan atau orang yang punya kuasa untuk menentukan harga agar mempertimbangkan manfaat yang diterima, dan untuk kualitas pelayanan hendaknya menjaga hubungan dan komunikasi yang baik dengan pelangan dan harus melayani dengan lebih baik lagi maka diharapkan pelanggan akan melakukan pembelian yang berkesinambungan sehingga mampu meraih target penjualan perusahaan yang tinggi. Kata Kunci: Persepsi Harga, Kulaitas Layanan dan Keputusan Pembelian.

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