The Influence of Customer Satisfaction and Service Quality on Grand Royal Ceramic Purchase Decisions at Pt. Era Graha Perkasa Medan

Abstract

Each company aims to achieve organizational goals by earning maximum sales. Sales are very important for a company because it can determine whether the company development is good or not. High customer satisfaction will increase purchase decisions, so is the quality of service.

Starting from the brief description above, so the following problems are formulated by considering customer satisfaction and service quality for the purchase decisions of Grand Royal ceramics at PT Era Graha Perkasa Medan. The data was collected through interviews, questionnaires, and documentation studies. The data was then analyzed using multiple regression. The population of this study was all customers at PT Era Graha Perkasa Medan totaling 136 persons.The sample is determined by using Slovin formula which resulted in 101 persons. The research results indicate that customer satisfaction and service quality has an influence of purchase decisions because the F_count value > F_table (10.158> 3.09) with Sig. 0,000 <0,05. Partial is very significant for purchase decisions because customer satisfaction variable has a calculated value of 2.389 and t_table value of 1.984, then the value of t_count> t_table (2.389> 1.984) with a significant value of 0.019 <0.05 and ttable values of 1.984, then the value of tcount> ttable (2.885> 1.984) with a significant value of 0.005 <0.05, so the quality of service is the most dominant factor affecting the choice of satisfaction spending at PT Era Graha Perkasa Medan. This research concludes that simultaneous and partial customer satisfaction and service quality is very important to the purchase decision of Grand Royal ceramics at PT Era Graha Perkasa Medan.

Keywords : Customer Satisfaction, Service Quality, Purchasing Decisions.

DOI: 10.7176/RHSS/9-2-08