Published: 2024-02-01

Pengaruh Harga, Kualitas Pelayanan, Dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Chemical Di Pt. Kimia Jaya Utama

DOI: 10.35870/jemsi.v10i1.2055

Naomi Desty Ayu Lestari, Mochammad Mukti Ali
  • Naomi Desty Ayu Lestari: Universitas Indonesia Membangun , Indonesia . image/svg+xml
  • Mochammad Mukti Ali: Universitas Indonesia Membangun , Indonesia . image/svg+xml
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Abstract

PT. Kimia Jaya Utama merupakan perusahaan yang Memberikan layanan dalam bentuk perencanaan instalasi untuk pengolahan air bersih dan limbah. Selain itu, perusahaan ini juga menyediakan berbagai macam produk chemical untuk pengolahan air bersih. Terdapat permasalahan mengenai penurunan penjualan produk chemical pada PT. Kimia Jaya Utama yang diduga disebabkan oleh: 1) harga yang tidak kompetitif, 2) pelayanan yang kurang memuaskan, dan 3) promosi yang kurang efektif. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh harga, kualitas pelayanan, dan promosi terhadap keputusan pembelian produk chemical di PT. Kimia Jaya Utama. Penelitian ini menerapkan metode verifikatif dengan mengumpulkan data primer melalui penyebaran kuesioner kepada 100 responden. Pengambilan sampel dilakukan dengan menggunakan metode non-probability sampling. Hasil penelitian menunjukan bahwa: 1) kondisi harga, kualitas pelayanan, promosi, dan keputusan pembelian tergolong kurang baik, 2) harga memberikan arah pengaruh negatif, yang artinya jika harga ditingkatkan maka akan menurunkan keputusan pembelian, 3) kualitas pelayanan memberikan arah pengaruh positif, yang artinya jika kualitas pelayanan ditingkatkan maka akan ikut meningkatkan keputusan pembelian, 4) promosi memberikan arah pengaruh positif, yang artinya jika promosi ditingkatkan maka akan ikut meningkatkan keputusan pembelian, dan 5) harga, kualitas pelayanan, dan promosi memberikan pengaruh terhadap keputusan pembelian sebesar 67,5% dan sisanya dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini

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Naomi Desty Ayu Lestari, & Mochammad Mukti Ali. (2024). Pengaruh Harga, Kualitas Pelayanan, Dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Chemical Di Pt. Kimia Jaya Utama. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(1), 643-653. https://doi.org/10.35870/jemsi.v10i1.2055
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 1 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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