Analisis Pengaruh Kualitas Layanan Dan Promosi Terhadap Keputusan Konsumen Membeli Komputer Pada PT. XYZ Palembang  

Oleh:

Widagdo, Herry

Jenis: Article from Journal - e-Journal
Dalam koleksi: Jurnal Forum Bisnis dan Kewirausahaan vol. 1 no. 1 (Sep. 2011), page 1-10.
Topik: Quality of Service; Promotion and Purchasing Decisions
Fulltext: Herry Widagdo 1-10 - Bernard.pdf (184.84KB)

Isi artikel

Many factors can influence consumer decisions in purchasing computers at a company such as quality of services such as physical evidence, reliability, responsiveness, assurance and attention. Another factor that can influence consumer decision is the promotion such as advertising, personal selling, publicity, sales promotion and direct marketing. The purpose of this study is to analyze the influence of service quality and promotion towards consumer decision in purchasing a computer on PT.XYZ Palembang. This research was conducted on 110 respondents that drawn randomly as the respondent purchased a computer on PT.XYZ Palembang. The results of this study show that: (1) The quality of service variable significantly influence consumer decisions in purchasing computers at PT. XYZ Palembang. Dominant dimension of the quality of service variable is reliability. (2) Promotion variable significantly influence consumer decisions in purchasing computers at PT. XYZ Palembang. Dominant dimension of variables is a sales promotion. (3) The quality of service variable and promotion variable simultaneously effect on consumer decision in purchasing a computer at PT. XYZ Palembang. This means that if the quality of service and promotions done correctly and continuously, the consumer decision in purchasing a computer is increasing.

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