The impact of location strategy towards the customer purchase decision at pt brengga roa indonesia in medan

Stesen, Andre (2019) The impact of location strategy towards the customer purchase decision at pt brengga roa indonesia in medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this research is to explain the effect of Location Strategy towards Customer Purchase Decision at PT Brengga Rowa Indonesia in Medan which according to Mr. Maulaia, the company operational manager that there has been a change in sales since they moved their location. This research is done to prove whether there is an effect and becoming future references. Location Strategy is a strategy to obtain ideal place by defining the requirements and goals significantly and positively influence the customer purchase decision to take an important role in doing business. Strategic location near the crowded place, easy to access, safety and large parking make the customer ease accessibility and safety convenience create connection between the strategic location with the customer intention in making decision to purchase. The research design is quantitative using IBM SPSS Statistics 25 application. Data analysis methods used in this research include descriptive statistics, validity test, reliability test, normality test, coefficient of correlation, coefficient of determination, linear regression analysis and Z Test.The result of the research based on Z test, it can be known that Z Count (4) > Z Table (1.96) which prove there is an influence between variables. The result of the research based on coefficient of correlation test shows that there is a moderately and positively correlation between Location Strategy and Customer Purchase Decision at PT Brengga Rowa Indonesia in Medan, North Sumatra. Location strategy plays an important role in determining the company profit Sustainability by having a proper location strategy and proper advertisement. The research has proven that customer purchase decision impacted by location strategy chosen by company PT Brengga Rowa Indonesia in Medan.

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