PENGARUH HARGA DAN LAYANAN PRIMA TERHADAP KEPUTUSAN KONSUMEN PADA PT. POS INDONESIA (PERSERO) JAMBI (Studi Kasus Pengiriman Paket)

Achmad Ghivari, 1800861201014 (2023) PENGARUH HARGA DAN LAYANAN PRIMA TERHADAP KEPUTUSAN KONSUMEN PADA PT. POS INDONESIA (PERSERO) JAMBI (Studi Kasus Pengiriman Paket). skripsi thesis, Universitas Batanghari Jambi.

Text (PENGARUH HARGA DAN LAYANAN PRIMA TERHADAP KEPUTUSAN KONSUMEN PADA PT. POS INDONESIA (PERSERO) JAMBI (Studi Kasus Pengiriman Paket)) SKRIPSI Achmad Ghivari.pdf - Published Version Download (1MB)

Abstract

ABSTRAK (ACHMAD GHIVARI/1800861201014/2022/THE EFFECT OF PRICE AND SERVICE EXCELENT ON CONSUMER DECISIONS AT PT. POS INDONESIA (PERSERO) JAMBI CASE STUDY PACKAGE DELIVERY/SUPERVISOR I PUPU SOPINI, S.E, M.M/SUPERVISOR II RIKO MAPADECCENG, S.E, M.M). In an effort to improve marketing management in a company, there are several marketing mixes that must be improved in producing a good or service, including price and service quality. Price is an amount of money charged on a particular product. Meanwhile, the quality of service can be defined as how far the difference between reality and consumer expectations of the services they receive. In the current era, almost all levels of society in the use of freight forwarding services are increasing. Given this, companies must always innovate and compete in price adjustments and improve the quality of services provided. PT. Pos Indonesia (Persero) is a State-Owned Enterprise (BUMN). The role of SOEs themselves is affirmed in the law, SOEs contribute to the national economy in general and state income in particular. However, if the public's interest is still minimal to use the services of PT. Pos Indonesia, it will have an impact on national economic development. The research method used in this study is a quantitative method. In this study, researchers obtained a total sample of 100 respondents. Based on the results of the study, prices based on the average overall score are included in the good category, the average service quality overall score is included in the excellent category, and consumer decisions based on the average overall score are included in the good category. Furthermore, the results showed that the results of the t test produced a significance value on the price variable of 0.000, while in the service excelent variable of 0.003, the coefficient of determination test obtained an R squared value of 0.441, then a simple regression test produced the following multiple regression equation Y = 0.784 + 0.449X1 + 0.321X2. So it can be concluded that the results obtained show a significant positive influence between price and service quality on consumer decisions at PT. Pos Indonesia (Persero) Jambi (case study of shipping goods). Keyword : Price, Service Excelent, Consumer Decision

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