Pengaruh Kualitas Pelayanan, Harga Psikologi, Store Atmosphere, Dan Membership Card Terhadap Keputusan Pembelian Pada PT. Ramayana Lestari Sentosa, TBK Kota Kupang

MBATU, Lodia (2023) Pengaruh Kualitas Pelayanan, Harga Psikologi, Store Atmosphere, Dan Membership Card Terhadap Keputusan Pembelian Pada PT. Ramayana Lestari Sentosa, TBK Kota Kupang. Masters thesis, Universitas Katolik Widya Mandira Kupang.

	Text ABSTRAK.pdf Download (284kB)
	Text BAB I.pdf Download (429kB)
	Text BAB II.pdf Download (536kB)
	Text BAB III.pdf Restricted to Repository staff only Download (514kB)
	Text BAB IV.pdf Restricted to Repository staff only Download (881kB)
	Text BAB V.pdf Download (196kB)
	Text DAFTAR PUSTAKA DAN SURAT KETERANGGAN BEBAS PELAGIAT.pdf Download (329kB)

Abstract

Lodia Mbatu (NIM: 8112201032 MM) entitled "The Influence of Service Quality, Price Psychology, Store Atmosphere, and Membership Cards on Purchasing Decisions at PT. Ramayana Lestari Sentosa, Tbk Kupang City”, with supervisor Dr. Stanis Man, SE., M.Si and Drs. Ec. Gaudensius Djuang, M.M. The growth of the retail business today is very rapid, giving rise to competition between these retail companies. Likewise with PT. Ramayana Lestari Sentosa, Tbk Kupang City due to this competition PT. Ramayana Lestari Sentosa, Tbk Kupang City has experienced a decline in sales in the last 3 (three) years, namely 2019-2021. The problem lies in service quality, psychological prices, store atmosphere, membership cards. At PT. Ramayana Lestari Sentosa, Tbk Kupang City, is the length of time employees serve customer complaints. This research aims to find out 1) What are consumers' perceptions of service quality, psychological prices, store atmosphere, membership cards and purchasing decision descriptions? 2) Does service quality have a positive and significant effect on purchasing decisions? 3) Does psychological pricing have a positive and significant effect on purchasing decisions? 4) Does store atmosphere have a positive and significant effect on purchasing decisions? 5) Does the membership card have a positive and significant effect on purchasing decisions? 6) Do service quality, psychological prices, store atmosphere, and member card simultaneously have a positive and significant effect on purchasing decisions? The population in this research is all customers of PT. Ramayana Lestari Sentosa, Tbk Kupang City using an accidental sampling technique. Data can be collected using a questionnaire. Research data were analyzed using descriptive analysis and inferential statistics (Multiple Linear Regression). The research results showed 1) descriptively, respondents' perceptions of the service quality variable were 58.80%, or in the quite good category, while psychological prices were 78.33%, store atmosphere was 79.72%, and membership cards were 77.72%. % all of them are in the good category. Partially, the service quality variable (X1) has a t-count of -1.055 and a significance value of 0.294, psychological prices (X2) with a t-count of 3.338 and a significance value of 0.001, store atmosphere (X3) with a t-count of 6.322 and a significance value of 0.000, and membership card (X4) with a t value of 3.191 and a significance value of 0.002. Simultaneously, the variables are service quality, psychological prices, store atmosphere and membership card with a calculated F value of 307.877 and a significance value of 0.000. The contribution of the independent variable to the dependent variable is 92% with the remaining 8% influenced by other variables outside this research. Based on the research results, service quality, psychological prices, store atmosphere and membership cards can be improved by continuing to provide the best so that consumers are interested in making purchasing decisions. PT. Ramayana Lestari Sentosa, Tbk Kupang City needs to respond quickly to service. Waiters must keep their promises by providing good quality. This must be improved so that consumers' picture of the marketing mix and purchasing decisions is very good. Company management needs to pay attention to psychological price variables, store atmosphere and membership cards because the more these variables increase, the more purchasing decisions will increase.

Actions (login required)

View Item