The influence of price in increasing the consumer's purchase decision at GRACE FASHION, MEDAN

Wiriady, Winardi (2018) The influence of price in increasing the consumer's purchase decision at GRACE FASHION, MEDAN. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In today’s marketing environment, price is central issue, not only in consumer decision making process and the outcomes of their overall satisfaction but also in decision making and marketing strategy of the producer. The concept of quality takes a particularly special emphasis when there is juxtapose against price that consumer is able to pay. For this research, the writer will use Probability Sampling as the method for research. There are 30 respondents will be given questionnaires, however before doing the survey, the writer will conduct preliminary interview on one of the consumers in Grace Fashion, Medan. There are 9 data analysis tests that will be used in this research, which are validity test, reliability test, descriptive statistic, normality test, linearity test, coefficient correlation test, determination test, simple linear regression test and hypothesis testing. The result from counting the determination test is 3,2 %. It can be concluded that the influence of pricing towards consumer’s purchase decision is amount 3,2%. the coefficient correlation for x and y variables are -0.062. Based on the hypothesis testing, Ho accepted, Ha rejected because T-count is smaller than T-table. This research has been conducted to find if there is an influence of pricing towards consumer’s purchase decision at Grace Fashion, Medan. The hypothe

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