PENGARUH KUALITAS PELAYANAN, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PELANGGAN MENGGUNAKAN JASA PENGENDALIAN HAMA (FUMIGASI) PADA PT SUCOFINDO (PERSERO) KANTOR CABANG SEMARANG

Abstract

Exports in Indonesia progress quite rapidly.
This can be seen by many exporters compete
to market their products abroad. Exporters
competing to provide and give the best for
their customers. Therefore, it is needed
activities to protect the goods from pests
attacks with fumigation. Nowadays a lot of
fumigator are trying to offer the best
fumigation services for exporters.
This study aims to identify and analyze the
influence of service quality, price and
promotion to the customer's decision to use
the services of fumigation in PT Sucofindo
Semarang.
Sampling using total sampling technique.
With a target of 90 customers which use the
services of fumigation in PT Sucofindo
Semarang. Data collecting method used
questionnaires, interviews and observation.
Data were measured using a linear scale.
Data processing with hypothesis testing using
linear regression analysis.
The result shows that there are 7 independent
variables affect the customer's decision to use
the services of fumigation campaign in which
promotion variables are independent
variables that have the highest influence
value. And the price variable is the
independent variable that has the smallest
influence on customer decision variables to
use the services of fumigation in PT Sucofindo
Semarang. Rated R sequare = 71.3% means
that the variable relationship is quite tight.