Effect of Service Quality and Relational Marketing on Consumer Purchasing Decisions at PT. Garuda Teladan Biscuid Binjai North Sumatra.

Jurnal Manajemen Bisnis Eka Prasetya Penelitian Ilmu Manajemen Pub Date : 2022-09-02 DOI:10.47663/jmbep.v8i2.248

Irvan Rolyesh Situmorang

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Abstract

The purpose of this study is to find out the influence of Service Quality, Relational Marketing on Consumer Purchasing Decisions there is PT. Garuda Teladan Biscuid Binjai North Sumatra. Population in research at PT. Garuda Teladan Biscuid Binjai North Sumatra as many as 157 respondents. The sample was obtained by 61 respondents. The sampling technique uses Simple Random Sampling. data sources in this study from primary data collection techniques, namely observations, interviews, and questionnaires. The data analysis technique used is multiple linear regression analysis.The results of the partial research are quality of service has a positive and significant effect on Consumer Purchasing Decisions. Relational Marketing has a positive and significant effect on Consumer Purchasing Decisions. Simultaneously obtained Quality of Service and Relational Marketing affects Consumer Purchasing Decisions. The results of the R Square Test showed that the Quality of Service and Relational Marketing had an influence of 81.5%, while the remaining 18.5 was influenced by other factors not included in this study such as Price, Promotion, Products, and so on

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服务品质与关系行销对顾客购买决策之影响。

本研究的目的在于找出服务品质、关系行销对消费者购买决策的影响。在北苏门答腊岛宾贾伊的鹰航特拉丹岛进行研究的人口多达157人。样本由61名受访者获得。抽样技术使用简单随机抽样。本研究的数据来源来自主要的数据收集技术，即观察、访谈和问卷调查。使用的数据分析技术是多元线性回归分析。部分研究结果表明，服务质量对消费者购买决策具有显著的正向影响。关系营销对消费者购买决策有显著的正向影响。同时获得的服务质量和关系营销影响消费者的购买决策。R方检验结果显示，服务质量和关系营销的影响率为81.5%，其余18.5%的影响率受到价格、促销、产品等未纳入本研究的其他因素的影响

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Jurnal Manajemen Bisnis Eka Prasetya Penelitian Ilmu Manajemen

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