Investigating the influence of price perception and service quality on user purchase decision at Samsung Medan

Darwin, Darwin (2023) Investigating the influence of price perception and service quality on user purchase decision at Samsung Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Due to the electronics industry's rapid expansion and technological advancements, customers today have several options. Samsung, the dominant global brand in this sector, has boosted its market penetration in a number of places, including Medan. But given the fierce competition and evolving customer preferences, understanding what influences consumer decisions is increasingly crucial for long-term success. This study examines how customers' perceptions of cost and service quality affect their decisions to buy, with a focus on Samsung Medan, a significant participant in the quickly growing electronics market. By filling up this knowledge vacuum, the study provides insightful information to Samsung and the larger consumer electronics industry, supporting the creation of winning marketing plans and raising customer happiness in the cutthroat market of Medan. This study employed an electronic questionnaire, Google Form, to collect data from 100 buyers of Samsung Medan's products. This study uses Statistical Product and Service Solutions (SPSS). Multiple Regression analysis is employed to assess the relationship between variables. This research indicate that price perception and service quality have an influence on user purchase decision. This shows that marketers should consider these variables when developing an effective campaign capable of eliciting a positive attitude about the purchasing among the population. It is critical to cultivate an organizational culture that is customercentric. All personnel, including front-line staff and top management, ought to recognize the significance of providing outstanding customer service. / Karena pesatnya ekspansi industri elektronik dan kemajuan teknologi, pelanggan saat ini memiliki beberapa pilihan. Samsung, merek global yang dominan di sektor ini, telah menggenjot penetrasi pasarnya di sejumlah tempat, termasuk Medan. Namun mengingat persaingan yang ketat dan preferensi pelanggan yang terus berubah, memahami apa yang memengaruhi keputusan konsumen menjadi semakin penting untuk kesuksesan jangka panjang. Studi ini mengkaji bagaimana persepsi pelanggan mengenai biaya dan kualitas layanan mempengaruhi keputusan pembelian mereka, dengan fokus pada Samsung Medan, salah satu pemain penting dalam pasar elektronik yang berkembang pesat. Dengan mengisi kekosongan pengetahuan ini, penelitian ini memberikan informasi mendalam kepada Samsung dan industri elektronik konsumen yang lebih besar, mendukung penciptaan rencana pemasaran yang unggul dan meningkatkan kebahagiaan pelanggan di pasar Medan. Penelitian ini menggunakan kuesioner elektronik, Google Form, untuk mengumpulkan data dari 100 pembeli produk Samsung Medan. Penelitian ini menggunakan Statistical Product and Service Solutions (SPSS). Analisis Regresi Berganda digunakan untuk menilai hubungan antar variabel. Penelitian ini menunjukkan bahwa persepsi harga dan kualitas layanan mempunyai pengaruh terhadap keputusan pembelian pengguna. Hal ini menunjukkan bahwa pemasar harus mempertimbangkan variabel-variabel ini ketika mengembangkan kampanye efektif yang mampu menimbulkan sikap positif terhadap pembelian produk di kalangan masyarakat. Penting untuk menumbuhkan budaya organisasi yang berpusat pada pelanggan. Semua personel, termasuk staf garis depan dan manajemen puncak, harus menyadari pentingnya memberikan layanan pelanggan yang terbaik.

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