The influence of price, location, and time on customer purchase decision at PT Tiki Jalur Nugraha Ekakurir, Metal Raya branch, Medan

Chandra, Chandra (2022) The influence of price, location, and time on customer purchase decision at PT Tiki Jalur Nugraha Ekakurir, Metal Raya branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

People are becoming more selective in choosing the delivery service as more competition has emerged. It is found that JNE Metal Raya is facing a problem in the decreasing number of packages from 2021 to 2022, with several variables that may be the issue, such as higher price, location with lack visibility and space, and complaints in delivery time. The objective of this research is to discover whether price, location, and time have a partial and simultaneous influence on customer purchase decision at this company. In which a descriptive and causal study are used in this quantitative research in analysing a sample of 96 customers of PT Tiki Jalur Nugraha Ekakurir (JNE), Metal Raya Branch, Medan as the respondents that were taken using an accidental sampling technique. This research concluded some points such as: 1) Price, Location, and Time has a partial and simultaneous positive influence on the Customer Purchase Decision at PT Tiki Jalur Nugraha Ekakurir, Metal Raya Branch, Medan. 2) Coefficient of Determination test shows that Price, Location, and Time have 82.9% of influence on the Customer Purchase Decision at PT Tiki Jalur Nurgaha Ekakurir, Metal Raya Branch, Medan, and 17.1% are influenced by other factors. It is recommended for the company to set more affordable price, use new name board and renovate parking area, provide strict warehouse supervision, implement rewarding program, consider other factors that may influence the customer purchase decision, and for future research is recommended to discuss more variables and use more samples. / Masyarakat semakin selektif dalam memilih layanan pengiriman karena semakin banyak persaingan yang muncul. Ditemukan bahwa JNE Metal Raya menghadapi masalah penurunan jumlah paket dari tahun 2021 hingga 2022, dengan beberapa variabel yang menjadi masalah, seperti harga yang lebih tinggi, visibilitas lokasi dan ruang yang kurang, dan keluhan dalam waktu pengiriman. Tujuan dari penelitian ini adalah untuk mengetahui apakah harga, lokasi, dan waktu berpengaruh secara parsial dan simultan terhadap keputusan pembelian konsumen pada perusahaan ini. Dimana studi deskriptif dan kausal digunakan dalam penelitian kuantitatif ini dalam menganalisis sampel 96 pelanggan PT Tiki Jalur Nugraha Ekakurir (JNE), Cabang Metal Raya, Medan sebagai responden yang diambil dengan teknik accidental sampling. Penelitian ini menyimpulkan beberapa hal antara lain: 1) Harga, Lokasi, dan Waktu berpengaruh positif secara parsial dan simultan terhadap Keputusan Pembelian Pelanggan pada PT Tiki Jalur Nugraha Ekakurir Cabang Metal Raya Medan. 2) Uji Koefisien Determinasi menunjukkan bahwa Harga, Lokasi, dan Waktu berpengaruh sebesar 82,9% terhadap Keputusan Pembelian Pelanggan pada PT Tiki Jalur Nurgaha Ekakurir Cabang Metal Raya Medan, dan sebesar 17,1% dipengaruhi oleh faktor lain. Disarankan kepada perusahaan ini untuk menetapkan harga yang lebih terjangkau, menggunakan papan nama baru dan merenovasi area parkir, memberikan pengawasan gudang yang ketat, menerapkan program rewarding, mempertimbangkan faktor lain yang dapat mempengaruhi keputusan pembelian pelanggan, dan untuk penelitian selanjutnya disarankan untuk membahas lebih banyak variabel dan menggunakan lebih banyak sampel.

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