ANALISA MENINGKATKAN KEPUTUSAN PEMBELIAN PRODUK MASTER LOCK

PARLINDUNGAN, CHRISTIAN TANJUNG (2019) ANALISA MENINGKATKAN KEPUTUSAN PEMBELIAN PRODUK MASTER LOCK. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Business activities are growing from time to time until the current era of globalization. The sale of Masterlock products by conventional means and now has begun to lead to online sales. One product that sales penetrated into the digital world is the Masterlock brand. Based on the description of the background, the purpose of this study is to determine the effect of partial CRM, Brand Image, Service Quality on purchasing decisions of Masterlock products through conventional and online sales. The research methodology used was a survey with a quantitative approach. The research questionnaire was distributed as many as 142 people. Quantitative data analysis using multiple linear regression methods. The results of the study found that first, CRM, Brand Image, Service Quality partially had a positive and significant effect on the purchase decision of Masterlock products through eCommerce, meaning that CRM that went well, a positive brand image, and service quality provided by consumers could improve significant product purchase decision. Suggestion for research: PT. Tunas Wijaya Sakti continues to improve customer relationship management more massively by being supported by a positive brand image and excellent service quality so that it can increase significant purchasing decisions. Keywords: customer relationship management, brand image, service quality, purchasing decisions Kegiatan bisnis semakin berkembang dari zaman ke zaman hingga pada era globalisasi saat ini. Penjualan produk Masterlock dengan cara konvensional dan saat ini sudah mulai mengarah ke penjualan online. Salah satu produk yang penjualannya merambah ke dunia digital adalah brand Masterlock. Berdasarkan uraian latar belakang, tujuan penelitian ini untuk mengetahui pengaruh secara parsial CRM, Brand Image, Service Quality terhadap keputusan pembelian produk Masterlock melalui penjualan secara konvensional dan online. Metodologi penelitian yang digunakan survei dengan pendekatan kuantitatif. Kuesioner penelitian disebarkan sebanyak 142 orang. Analisis data kuantitatif menggunakan metode regresi linear berganda. Hasil penelitian ditemukan bahwa pertama, CRM, Brand Image, Service Quality secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian produk Masterlock melalui eCommerce, artinya bahwa CRM yang berlangsung dengan baik, brand image yang positif, dan service quality yang diberikan sesuai keinginan konsumen dapat meningkatkan keputusan pembelian produk yang signifikan. Saran penelitian: PT. Tunas Wijaya Sakti terus meningkatkan customer relationship management lebih masif lagi dengan didukung dengan brand image yang positif dan kualitas layanan yang prima sehingga hal itu dapat meningkatkan keputusan pembelian yang signifikan. Kata kunci: customer relationship management, brand image, service quality, keputusan pembelian.

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