PENGARUH KUALITAS PRODUK DAN PERSONAL SELLING TERHADAP KEPUASAN KONSUMEN DAY OLD CHICK PADA PT SUPER UNGGAS JAYA MEDAN

FEBERTINA GEA, DINY RAHMAH PUTRI, HARTOMIHARJO SIMANULLANG (2019) PENGARUH KUALITAS PRODUK DAN PERSONAL SELLING TERHADAP KEPUASAN KONSUMEN DAY OLD CHICK PADA PT SUPER UNGGAS JAYA MEDAN , SKRIPSI, UNIVERSITAS PRIMA INDONESIA

ABSTRAK

This study aims to determine and analyze the influence of product quality and personal selling on consumers of Old Chick Day at PT Super Unggas Jaya Medan. The phenomenon of product quality that is of less quality, less personal selling, lack of comfort in services provided by unsatisfactory customer satisfaction which causes the number of consumers to decline every month against the background of this research. The research method used in this research is a quantitative approach, this type of research is quantitative descriptive and the nature of this research is descriptive explanatory. The method of data collection is done by interviews and questionnaires. The analytical method used is multiple linear regression analysis. The population used in this study is consumers who buy Old Chick Day at PT Super Unggas Jaya Medan. Determination of the sample in this study using simple random sampling, so that the sample used amounted to 109 people. The results showed that product quality and personal selling had a positive and significant effect on customer satisfaction at PT Super Unggas Jaya Medan. From the analysis of the factors that influence customer satisfaction, it can be seen that between the two variables analyzed, the most dominant ones affect Consumer satisfaction is a variable in product quality. This is evidenced by the results of the calculation of each variable (t test). Where t test on product quality variable (2,017> 1,65895) and test on personal selling variable (2,543>1,65895). The conclusion in this study is that the service quality variable rejects H₀ and accepts H₁. Thus partially showing that Product Quality and personal selling have a negative and significant effect on Consumer Satisfaction of PT Super Unggas Jaya Medan. Simultaneously the Product Quality variable and personal selling variable have a positive and significant effect on Consumer Satisfaction in PT Super Unggas Jaya Medan.

JURNAL