The effect of salesperson attributes and pricing strategies on consumer buying decision in matahari department store City of Tomorrow Surabaya

Suhartono, Gunanto (2012) The effect of salesperson attributes and pricing strategies on consumer buying decision in matahari department store City of Tomorrow Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Understanding consumer buying decision and influencing consumer in the stage of the buying process are critical for a successful retailing strategy. In Indonesia, major concerns regarding retailers’ attempt to influence consumers decision came from the salesperson attributes which is underestimated as low class job (Royan, 2009) and pricing strategy which became a major attraction for consumers (Kompas, 2008). These issues were also found in Matahari Department Store City of Tomorrow (MDSC), the new branch of oldest and biggest Indonesian retail store in Surabaya. The research objective was to determine the effect of salesperson attributes and pricing strategy (consists of everyday low pricing and high low pricing variable) on consumer buying decision in MDSC. The data collected through personally-administered questionnaire on 135 customers of MDSC and analyzed through multiple regression analysis. Result showed that the three variables - salesperson attributes, everyday low pricing, and high low pricing - are proven to have a significant effect toward consumer buying decision in MDSC both partially and simultaneously. It was identified that 21.4% variance in the consumer buying decision is explained by those variables. The most significant variable on affecting consumer buying decision in MDSC was salesperson attributes (with a coefficient of 0.312). Followed by everyday low pricing (with a coefficient of 0.213) and the least was high low pricing (with a coefficient of 0.166). MDSC should focus to improve its salesperson attributes as the most significant variable through human resource department, while keep maintaining its pricing strategy or even improved it / Pengertian tentang keputusan pembelian konsumen dan cara mempengaruhi konsumen saat proses pembelian adalah sangat penting untuk strategi ritel yang sukses. Di Indonesia, masalah utama tentang usaha peritel untuk mempengaruhi keputusan konsumen berasal dari sifat pramuniaga yang di anggap remeh (Royan, 2009) dan strategi harga yang menjadi hal yang menarik bagi konsumen (Kompas, 2008). Masalah-masalah ini juga ditemukan di Matahari Department Store City of Tomorrow (MDSC), salah satu cabang baru dari toko ritel terbesar dan tertua di Indonesia yg bertempat di Surabaya. Tujuan penelitian ini adalah untuk menentukan efek dari sifat pramuniaga dan strategi harga (terdiri dari everyday low pricing dan high low pricing) pada keputusan pembelian konsumen di MDSC. Data dikumpulkan melalui personally-administered kuisioner dari 135 customer MDSC dan dianalisis dengan multiple regression analysis. Hasil penelitian menunjukan bahwa tiga variabel – sifat pramuniaga, everyday low pricing, dan high low pricing – terbukti mempunyai efek yang signifikan terhadap keputusan pembelian konsumen di MDSC baik secara terpisah maupun bersama-sama. Diketahui bahwa 21.4% variansi dari keputusan pembelian konsumen dapat dijelaskan oleh variabel-variabel tersebut. Variabel yang paling signifikan dalam mempengaruhi keputusan pembelian konsumen adalah sifat pramuniaga (dengan koefisien sebesar 0.312). Diikuti oleh everyday low pricing (dengan koefisien sebesar 0.213) dan yang paling terakhir adalah high low pricing (dengan koefisien sebesar 0.166). MSDC disarankan untuk fokus meningkatkan sifat pramuniaganya sebagai variabel paling signifikan melalui human resource department, sementara tetap mempertahankan strategi harganya atau bahkan meningkatkanya

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