The influence of prices, promotions, and facilities on the customer purchase decision of paint at PT Nusa Sarana Indonesia, Medan

Xu, Albert (2022) The influence of prices, promotions, and facilities on the customer purchase decision of paint at PT Nusa Sarana Indonesia, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In this pandemic, the sales of paint from a company decreased drastically which reflects that there is a reduction in purchasing power in an area, therefore, many paint companies are looking for alternative solutions in selling paint in an effort so that customers can buy paint according to household needs. In this study, this study examines prices, promotions, facilities, and customer purchase decisions at PT Nusa Sarana Indonesia and this study discusses the background of the company where in this section, there are several tables showing the problems faced by the company Continued with a hypothesis statement that explains the independent variable partially and simultaneously affects the dependent variable. There is previous research that explains phenomena that intersect with the variables we use. And there is a research model which is a diagram to clarify the hypothesis to be tested. The population used in this study was 60 and the sample was 52 respondents. This study uses random sampling to obtain data, and uses causal and descriptive studies. After data collection, the data will be used for validity tests, reliability test, classical assumption test, and hypothesis test with the aim that to know whether the data is biased or not. This study has found that: 1) Price, Promotion, and Facilities have a partial and simultaneously positive influence on the customer purchase decision at PT Nusa Sarana Indonesia, Medan. 2) Prices, promotions, and facilities affect as much as 83.2% on customer purchase decisions at PT Nusa Sarana Indonesia, Medan. As a result, in an effort to increase success in influencing customer purchasing decisions at PT Nusa Sarana Indonesia, Medan, the company must maintain prices, promotions and facilities. / Pada pandemi ini, penjualan cat dari suatu perusahaan menurun drastis dimana ini mencerminkan bahwa terjadinya pengurangan purchasing power di suatu daerah, oleh karena itu, banyak perusahaan cat mencari solusi alternatif dalam penjualan cat dalam upaya agar para kustomer dapat membeli cat sesuai kebutuhan rumah tangga. Pada penelitian ini penelitian ini mengkaji tentang harga, promosi, fasilitas, dan keputusan pembelian pelanggan pada PT Nusa Sarana Indonesia dan penelitian ini membahas tentang latar belakang perusahaan dimana pada bagian ini terdapat beberapa tabel yang menunjukkan permasalahan yang dihadapi oleh perusahaan. Dilanjutkan dengan pernyataan hipotesis yang menjelaskan variabel independen secara parsial dan simultan mempengaruhi variabel dependen. Ada penelitian sebelumnya yang menjelaskan fenomena yang bersinggungan dengan variabel yang kita gunakan. Dan terdapat model penelitian berupa diagram untuk memperjelas hipotesis yang akan diuji. Populasi yang digunakan dalam penelitian ini adalah 60 orang dan sampelnya adalah 52 responden. Penelitian ini menggunakan random sampling untuk memperoleh data, serta menggunakan penelitian kausal dan deskriptif. Setelah data terkumpul, data tersebut akan digunakan untuk uji validitas, uji reliabilitas, uji asumsi klasik, dan uji hipotesis dengan tujuan untuk mengetahui apakah data tersebut bias atau tidak. Studi ini telah menemukan bahwa: 1) Harga, Promosi, dan Fasilitas telah mempegaruhi positif parsial dan simaltoneously on the customer purchase decision at PT Nusa Sarana Indonesia, Medan. 2) Harga, Promosi, dan Fasilitas mempengaruhi sebanyak 83.2% on customer purchase decision at PT Nusa Sarana Indonesia, Medan. Alhasil, dalam upaya meningkatkan keberhasilan dalam mempengaruhi keputusan pembelian pelanggan pada PT Nusa Sarana Indonesia, Medan, maka perusahaan harus menjaga harga, promosi dan fasilitas. Kata Kunci: Harga, Promosi, Fasilitas, dan Kepuasan Konsumen

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