The influence of price and promotion towards the customer purchase decision at CV. SAF Medan

Jimmy, Jimmy (2021) The influence of price and promotion towards the customer purchase decision at CV. SAF Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

For a business to successfully operate, a company is required to know the product prices circulated in the market and understand the promotional strategy to influence the customer purchase decision. CV. SAF is a company that provides window tint installation and also works as an authorized dealer for Vkool and Solar Gard tint brand for the region of Medan. The phenomenon that occurred in this company is the revenue of CV. SAF has been decreasing from year to year. The factors that influence the decreasing sales are the dissatisfaction with the price and promotion factors. The framework of this study is to understand the relationship between price and promotion towards the customer purchase decision. A causal-Quantitative research method is used in this research with simple random as the sampling method. The result shows that price and promotion influence the customer purchase decision partially and simultaneously at CV. SAF Medan. The recommendation given based on the research results are to apply a bundling strategy, add new payment methods, develop a loyalty program, and also provide a job certification program./Agar bisnis berhasil beroperasi, perusahaan dituntut untuk mengetahui harga produk yang beredar di pasar dan memahami strategi promosi untuk mempengaruhi keputusan pembelian pelanggan. CV. SAF adalah perusahaan yang bergerak di bidang jasa pemasangan kaca film dan juga merupakan dealer resmi merk film Vkool dan Solargard untuk wilayah Medan. Masalah yang terjadi pada perusahaan ini adalah total pendapatan yang menurun dari tahun ke tahun. Faktor yang mempengaruhi penurunan penjualan adalah ketidakpuasan pelanggan terhadap aspek harga dan promosi yang ditawarkan oleh perusahaan. Kerangka penelitian dalam tulisan ini adalah untuk memahami hubungan antara harga dan promosi dengan keputusan pembelian pelanggan. Metode penelitian kausal-kuantitatif digunakan dalam penelitian ini dengan simple random sampling sebagai metode pengambilan sampel. Hasil penelitian menunjukan bahwa harga dan promosi memiliki pengaruh terhadap keputusan pembelian pelanggan di CV. SAF baik secara parsial maupun secara keseluruhan. Rekomendasi yang diberikan berdasarkan hasil dari penelitian adalah mengaplikasikan strategi bundling, menambah metode pembayaran baru, menjalankan program loyalty, dan melaksanakan program sertifikasi pekerjaan.

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