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 t table (2.389> 1.984) with a significant value of 0.019 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
Highlights
During the current modernization period, it seems that every company is trying to improve its quality and competitiveness
Company sales can be improved by paying attention to purchasing decisions
Purchase decisions can be made by consumers when making a decision to buy a product
Summary
During the current modernization period, it seems that every company is trying to improve its quality and competitiveness. The most important thing that a company usually improves is sales. Sales play an important role for each company because it can cover all company’s operational costs. The company can develop its company with profits made from sales. Company sales can be improved by paying attention to purchasing decisions. Purchase decisions can be made by consumers when making a decision to buy a product. Purchase decisions can be influenced by several factors such as customer satisfaction and service quality
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