PENGARUH SIKAP KONSUMEN DAN PEMASARAN RELASIONAL TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK CV. SEJAHTERA ALUMINIUM

Eryka (2021) PENGARUH SIKAP KONSUMEN DAN PEMASARAN RELASIONAL TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK CV. SEJAHTERA ALUMINIUM. Bachelor thesis, STIE Eka Prasetya.

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Abstract

Eryka, 181010267, 2021. The Influence of Consumer Attitude and Relationship Marketing on Purchasing Decision at CV. Sejahtera Aluminium. STIE Eka Prasetya Medan, Management Study Program, Advisor I: Mrs. Dr. Sri Rezeki, S.E., M.Si., Advisor II: Mrs. Elisabeth Nainggolan, S.Pd., M.Sc. The purpose of this study is to determine the effect of Consumer Attitude and Relationship Marketing on Purchasing Decision at CV. Sejahtera Aluminium. The research methodology used is quantitative descriptive method, the unit of analysis in this study is CV. Sejahtera Aluminium and its observation unit are customers of CV. Sejahtera Aluminium. The population in this study are customers of CV. Sejahtera Aluminium totaling 6.340 respondents. The technique of determining the number of samples used in this study is Slovin formula and totaling 98 respondents. The research method used is the technique of collecting data through library research and field research conducted systematically based on research objectives. The analytical method used to solve problems and prove hypotheses with descriptive analysis, regression analysis. This analysis includes validity and reliability, classic assumption test, multiple regression analysis, hypothesis testing through t and F test, and test the coefficient of determination (R2). From the analysis obtained a regression analysis of Purchasing Decisions = 3.338 + 0.488 Consumer Attitude + 0.571 Relational Marketing + e. The t test results show Consumer Attitude variable had a positive and significant on Purchasing Decision at CV. Sejahtera Aluminium where tcount 5,800 > ttable 1,985 and Relationship Marketing variable variable had a positive and significant on Purchasing Decision at PT. Anugerah Kreasi Selaras where tcount is 6,229> ttable 1,985. The F test results that show Fcount 73,989 > Ftable 3,09 that means the independent variables Consumer Attitude and Relationship Marketing adjusted for the variable Purchasing Decision. Test results of the coefficient of determination (R2) indicate that 60,90% of Purchasing Decision variable are supported by Consumer Attitude and Relationship Marketing variables, while 39,10% are discussed by other factors or variables outside the model such as Lifestyle, Distribution, and Service Quality that not discussed in in this research. Keywords: Consumer Attitude, Relationship Marketing, Purchasing Decision

Item Type:	Thesis (Bachelor)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HG Finance H Social Sciences > HJ Public Finance
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Alan Harahap
Date Deposited:	18 Sep 2024 07:35
Last Modified:	18 Sep 2024 07:35
URI:	http://repository.eka-prasetya.ac.id/id/eprint/687

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