The effect of pricing strategy and promotion on customer's purchase decision at PT.Deli Golden Plasindo in Medan

Ottoman, Derian (2022) The effect of pricing strategy and promotion on customer's purchase decision at PT.Deli Golden Plasindo in Medan. Bachelor thesis, Universitas Pelita Haparan.

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Abstract

PT.Deli Golden Plastindo is a company engaged in manufacturing of rubber boots, safety shoes, and farmer shoes. Based on the preliminary interview with the director, the phenomenon that occurs in the company is a decrease in purchase decisions at the company. The problems that cause decrease in purchase decisions is the pricing problem and promotion. This research uses the causal research which has the purpose to know about the effect of price and promotion to customer’s purchase decision. The population in the research is the customers which already be the company’s customer for at least 2 years and always make routine purchases at the company. This research uses convenience sampling, which the sample size is 140 respondents. The analysis method used is multiple linear regression. The research result showed that partially each variable of pricing strategy and promotion has effect on customer’s purchase decision. Simultaneously both pricing strategy and promotion have effect on customer’s purchase decision. Some suggestions about this research are to maintain the quality so can match the price offered, doing more promotion such as using social media, making more advertisement, and making loyalty program. / PT.Deli Golden Plastindo adalah perusahaan yang bergerak di bidang pembuatan sepatu karet, sepatu safety, dan sepatu petani. Berdasarkan wawancara pendahuluan dengan direktur, fenomena yang terjadi di perusahaan adalah menurunnya keputusan pembelian pada perusahaan tersebut. Masalah yang menyebabkan penurunan keputusan pembelian adalah masalah harga dan promosi. Penelitian ini menggunakan penelitian kausal yang bertujuan untuk mengetahui pengaruh harga dan promosi terhadap keputusan pembelian konsumen. Populasi dalam penelitian ini adalah pelanggan yang sudah menjadi pelanggan perusahaan minimal 2 tahun dan selalu melakukan pembelian rutin di perusahaan. Penelitian ini menggunakan convenience sampling, dengan jumlah sampel 140 responden. Metode analisis yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial masing-masing variabel strategi harga dan promosi berpengaruh terhadap keputusan pembelian konsumen. Secara simultan baik strategi harga dan promosi berpengaruh terhadap keputusan pembelian pelanggan. Beberapa saran terkait penelitian ini diantaranya menjaga kualitas barang agar sesuai dengan harga yang ditawarkan serta melakukan lebih banyak promosi seperti menggunakan media sosial, membuat iklan dan membuat program loyalty.

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