Analysis to Increase Decisions Purchase on Masterlock Products

Authors : Christian Tanjung Parlindungan Hutapea, Mirza

Volume/Issue : Volume 4 - 2019, Issue 7 - July

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Business activities are increasingly developing from time to time until the current era of globalization. The sale of Masterlock products by conventional means and now has begun to go to online sales. One of the products whose sales have penetrated into the digital world is the Masterlock brand. Based on the description of the background, the purpose of this study was to determine the partial effect of Customer Relationship Management, Brand Image, Service Quality on purchasing decisions of Masterlock products through conventional and online sales. In this case the research population is Customer Masterlocks such as Retailers, Retailers, and B2B eCommerce. The number of samples is 142 people using the census method. The process of data collection is done using a questionnaire and the data are analyzed using multiple linear regression analysis using the SPSS program. The results showed Hypothesis Test (Test t) H1 = 3.272, H2 = 3.084, H3 = 2.811. Reliability Test with Cronbach Alpha> 0.70: Customer Relationship Management (alpha 0.952), Brand Image (alpha 0.926), Service Quality (alpha 0.943), Purchase Decision (alpha 0.938).

Keywords : Customer Relationship Management, Brand Image, Service Quality, and Purchasing Decisions.


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