Pengaruh Kualitas Pelayanan dan Digital Marketing Terhadap Keputusan Pembelian Sepeda Motor Honda Beat Pada Generasi Milenial (Studi Kasus Pada Generasi Milenial di Kecamatan Medan Selayang)

Abstract

PT. Sukses Motor Globalindo merupakan dealer resmi Honda H1,H2,H3. Permasalahan pada perusahaan yaitu kualitas pelayanan belum sesuai harapan konsumen, karyawan belum andal, kurang sigap dan cepat. Permasalahan digital marketing yaitu budget pemasaran, mengelola website, menentukan konten yang tepat untuk target audiens, melatih anggota tim. Permasalahan keputusan pembelian adalah pencapaian target dari perusahaan tidak mencapai target setiap bulan konsumen minta down paymen (DP) rendah, pemberian discount oleh keperusahaan sedikit, proses lolos survey kredit kendaran yang rumit dan stok barang pilihan konsumen terbatas. Metode yang digunakan deskriptif kuantitatif, sifat penelitian explanatory research. Populasi 204 responden, menggunakan simpel random sampling, dengan rumus slovin didapat sample berjumlah 135 responden, 30 responden pengujian validitas dan reliabilitas diambil dari sisa uji sample PT. Sukses Motor Globalindo Medan. Kesimpulkan didapat pengaruh kualitas pelayanan dan digital marketing secara simultan (uji F) berpengaruh positif terhadap kualitas pelayanan Fhitung 72,521 > Ftabel 3,06 dengan signifikansi 0,000 < 0,05. Secara parsial (uji t) kualitas pelayanan thitung 11,904 > ttabel 1,656 dan signifikan 0,000 < 0,05, digital marketing thitung 1,783 > ttabel 1,656 dan tidak signifikan 0,077 > 0,05. Hasil uji koefisien determinasi Adjusted R Square sebesar 0,516 artinya kualitas pelayanan dan digital marketing berpengaruh terhadap keputusan pembelian dengan tingkat 51,6%, sedangkan sisanya 48,4% adalah faktor lain atau variable diluar model penelitian.

PT. Sukses Motor Globalindo is an official dealer of Honda H1, H2, H3. The problems with the company were that the services quality have not met consumer expectations, employees were not reliable, not alert and not fast. The problems of digital marketing were marketing budgets, managing websites, determining the right content for the audiences target, training team members. The problems with purchasing decisions were that the company's targets achievement did not reach the target every month, consumers ask for a low down payment (DP), the company gives a small discount, the process of passing the vehicle credit survey was complicated and the stock of consumer choices was limited. The method used in this research is descriptive quantitative, the nature of the research is explanatory research. The population was 204 respondents, using simple random sampling, with the Slovin formula obtained a sample of 135 respondents, 30 respondents for testing of the validity and reliability were taken from the rest of the sample PT. Sukses Motor Globalindo Medan. The conclusion obtained is that the effect of services quality and digital marketing simultaneously (Ftest) has a positive effect on service quality of Fcount 72.521 > Ftable 3.06 with a significance of 0.000 <0.05. Partially (ttest) the service quality of tcount 11.904 > ttable 1.656 and significant of 0.000 < 0.05, while digital marketing of tcount 1.783 > ttable 1.656 and not significant of 0.077 > 0.05. The results of the determination coefficient of Adjusted R Square of 0.516, it means that the services quality and digital marketing affect on the purchasing decisions with a level of 51.6%, while the remaining 48.4% are other factors or variables outside the research model.