The effect of brand image and pricing strategy towards customer purchase decision at PT. Alfa Scorpii Medan

Enrico, Erick (2022) The effect of brand image and pricing strategy towards customer purchase decision at PT. Alfa Scorpii Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The aim of this study was to examine the influence of brand image and pricing strategy towards customer purchase decision at PT. Alfa Scorpii Medan as the research object because there are some problems in purchase decision that keepdecreasing. The need for brand image and pricing strategy in PT. Alfa Scorpii will determine the decision of customer to purchase it because they want need a good brand image and reliable price. Descriptive and causal study are used to analyze the sample of 98 customers. The respondent are customers of PT. Alfa Scorpii that are taken using non probability sampling criteria using accidental sampling. Distribution of the questionnaires conducted has passed the validity and reliability test. The data tested also passed the normality test. The value on the coefficient of determination shows 31,8% that brand image and pricing strategy affects customer purchase decision. It can be suggested about improve the brand image and pricing because the better the image of a product, the better consumer confidence in the product, so that consumers will make a purchase if they need the product. In addition, the more affordable the prices offered will also make them more willing to make purchases because the products offered are judged to be in accordance with the purchasing power of consumers./ Tujuan dari penelitian ini adalah untuk menguji pengaruh citra merek dan strategi penetapan harga terhadap keputusan pembelian konsumen pada PT. Alfa Scorpii Medan sebagai objek penelitian karena terdapat beberapa permasalahan dalam keputusan pembelian yang terus menurun. Perlunya brand image dan strategi harga di PT. Alfa Scorpioi akan menentukan keputusan konsumen untuk membelinya karena mereka menginginkan citra merek yang baik dan harga yang dapat diandalkan. Studi deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 98 pelanggan. Responden adalah pelanggan PT. Alfa Scorpio yang diambil menggunakan kriteria non probability sampling menggunakan accidental sampling. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas. Nilai pada koefisien determinasi menunjukkan 31,8% bahwa citra merek dan strategi harga berpengaruh terhadap keputusan pembelian pelanggan. Disarankan untuk meningkatkan citra merek dan harga karena semakin baik citra suatu produk maka semakin baik kepercayaan konsumen terhadap produk tersebut, sehingga konsumen akan melakukan pembelian jika membutuhkan produk tersebut. Selain itu, semakin terjangkaunya harga yang ditawarkan juga akan membuat mereka semakin rela melakukan pembelian karena produk yang ditawarkan dinilai sesuai dengan daya beli konsumen.

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