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All Journal Mount Hope Global Economic Journal
Elgine Tris Louis
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Economics, Econometrics & Finance

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THE INFLUENCE OF PRODUCT QUALITY, INDIVIDUAL SALES AND RELATIONAL MARKETING ON DECISIONS CUSTOMER PURCHASES AT PT. PANCA NIAGA JAYA LESTARI Edgina Tris Louis; Elgine Tris Louis; Jurisman Simanjorang; Sunday Ade Sitorus
Mount Hope Economic Global Journal Vol. 2 No. 3 (2024)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/mega.v2i3.516

Abstract

Panca Niaga Jaya Lestari is a company engaged in the sale of fast-moving products , offering various brands such as Kurnia, Hatari, Fox, and Indodes. Located in Mekar Baru Kisaran, the company faces challenges from increasingly tight competition, which causes a decline in customer purchases every year. Although this decline is not very significant, if it is allowed to continue, it can have a greater negative impact. In this study, the population used was 197 customers. By using the Slovin sampling technique at a 95% confidence level and a 5% margin of error, the number of samples determined was 132 customers. The results of the study indicate that Product Quality has a positive and significant influence on Purchasing Decisions, Personal Selling also has a positive and significant influence on Purchasing Decisions, and Relationship Marketing also has a positive and significant influence on Purchasing Decisions. Overall, Product Quality, Personal Selling, and Relationship Marketing simultaneously have a significant influence on Purchasing Decisions.
Co-Authors Edgina Tris Louis Jurisman Simanjorang Sunday Ade Sitorus