Laksana, Hardhian Restu Panca (2021) Analisis Pengaruh Kualitas Produk, Pelayanan, Harga dan Ketersediaan Produk Terhadap Pengambilan Keputusan Pembelian. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Produk Internet of Things (IoT) telah banyak diterapkan di industri untuk
membantu perusahaan dalam melakukan proses control dan monitoring. Penerapan
produk IoT memberikan dampak positif terhadap pertumbuhan perusahaan dalam
sisi produktivitas dan efisiensi. PT. XYZ sebagai perusahaan authorized partner
produk IoT dengan brand Advantech mengalami penurunan penjualan di tahun
2020 sehingga memberikan dampak terhadap revenue perusahaan. Banyak faktor
yang menjadi pertimbangan pelanggan dalam melakukan pembelian produk dalam
penelitian ini bertujuan melakukan analisis pengaruh kualitas produk, pelayanan,
harga dan ketersediaan produk, sehingga didapatkan faktor yang memiliki pengaruh
dominan dalam pengambilan keputusan pembelian. Data yang digunakan berupa
data primer penjualan interval waktu 2017-2020 dengan total 40 pelanggan yang
terdiri dari data 70% (deal) dan 30% (lost) untuk setiap kategori. Kategori I-V
mewakili produk secara berurutan UNO-2484G, TPC-1251T, EKI-2528, ADAM-
4520 dan ADAM-4561. Metode analisis dilakukan secara kuantitatif dengan
melakukan penyebaran kuesioner yang selanjutnya dianalisis dengan Structural
Equation Modeling (SEM) dan secara kualitatif dengan melakukan wawancara dan
Focus Group Discussion (FGD) kemudian menggunakan analisis Customer
Journey Mapping (CJM). Berdasarkan hasil analisis SEM hanya kualitas produk
yang berpengaruh positif secara signifikan terhadap keputusan pembelian untuk
kategori I, II, III dan IV. Kategori V terdapat kualitas produk dan ketersediaan
produk yang berpengaruh positif secara signifikan terhadap keputusan pembelian.
Nilai R-square tiap kategori secara berurutan adalah 74.8%, 71.7%, 79.6%, 76.4%
dan 79.8%. Hasil analisis CJM dalam hal presales dan after sales sebagai
perusahaan authorized partner menunjukkan bahwa penerapan product
demonstration, mempercepat lead time, dan pemberian jaminan spare parts dapat
meningkatkan keyakinan pelanggan terhadap keputusan pembelian. Penentuan
strategi pemasaran berdasarkan Segmenting, Targeting dan Positioning dihasilkan
bahwa perusahaan yang bergerak sebagai system integrator dengan sektor bisnis
factory automation memiliki dampak positif yang lebih tinggi apabila dibandingkan
dengan end user ataupun reseller dengan memberikan penawaran kualitas produk
yang terjamin dan produk ready stock.
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Internet of Things (IoT) products are widely applied in industry to assist
companies in control and monitoring processes. The application of IoT products
has a positive impact on the company's growth in terms of productivity and
efficiency. PT. XYZ as an authorized partner company for IoT products with the
Advantech brand experienced a decline in sales in 2020 so that it had an impact on
the company's revenue. Many factors are taken into consideration by customers in
purchasing products. This study aims to analyze the influence of product quality,
service, price and product availability, in order to obtain factors that have a
dominant influence in making purchasing decisions. The data used is primary sales
data for the 2017-2020 time interval with a total of 40 customers consisting of 70%
(deal) and 30% (lost) data for each category. Categories I-V represent products
sequentially UNO-2484G, TPC-1251T, EKI-2528, ADAM-4520 and ADAM-
4561. The analysis method was carried out quantitatively by distributing
questionnaires which were then analyzed by Structural Equation Modeling (SEM)
and qualitatively by conducting interviews and Focus Group Discussions (FGD)
and then using Customer Journey Mapping (CJM) analysis. Based on the results of
the SEM analysis, only product quality has a significant positive effect on
purchasing decisions for categories I, II, III and IV. Category V contains product
quality and product availability which have a significant positive effect on
purchasing decisions. The R-square values for each category respectively were
74.8%, 71.7%, 79.6%, 76.4% and 79.8%. The results of CJM's analysis in terms of
presales and after sales as an authorized partner company show that implementing
product demonstrations, accelerating lead times, and providing spare parts
guarantees can increase customer confidence in purchasing decisions.
Determination of marketing strategies based on Segmenting, Targeting and
Positioning resulted that companies operating as system integrators with the factory
automation business sector have a higher positive impact when compared to end
users or resellers by offering guaranteed product quality and ready stock products.
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