Analisis Pengaruh Kualitas Produk, Pelayanan, Harga dan Ketersediaan Produk Terhadap Pengambilan Keputusan Pembelian

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. ================================================================================================ 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.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Internet of Things, Structural Equation Modeling, Customer Journey Mapping, Presales, After sales
Subjects: H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
H Social Sciences > HC Economic History and Conditions > HC108 Market surveys.
H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis.
H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
H Social Sciences > HF Commerce > HF5416.5 Pricing
Q Science > Q Science (General) > Q180.55.M38 Mathematical models
Q Science > QA Mathematics > QA278.3 Structural equation modeling.
T Technology > TS Manufactures > TS173 Reliability of industrial products
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User: Hardhian Restu
Date Deposited: 18 Aug 2021 04:28
Last Modified: 18 Aug 2021 04:28
URI: https://repository.its.ac.id/id/eprint/87513

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