The influence of price toward customers purchase decision at 4 Fingers Sun Plaza Medan

Cecilia, Irene (2020) The influence of price toward customers purchase decision at 4 Fingers Sun Plaza Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pricing decision should consider customer and competitor reactions. In formal uses, customers will generally perceive price as an indicator of product or service quality and will normally evaluate the cost in terms of perceived benefit derived from the consumption of the offering. In most cases, customers have the opportunity to choose from a variety of offerings and thus price will be one of the comparative indicators upon which their buying decision will be based. Consumer purchasing decisions are not only in the form of consumer response to the goods and services offered, but also respond to purchasing forms in a pleasant environment by consumers. Thus, purchasing decisions can be a measure of whether or not to achieve the company goals. The methods used by the writer in this research is descriptive method and correlational method. Data used in this research are primary data and secondary data. Data analysis methods used in this research are descriptive statistics, validity test, reliability test, normality test, correlation test, coefficient of determination, analysis of linear regression equation, and Z-test. Based on the data analysis, the coefficient of linear regression = 0.272 (positive). This means that price (X) has a positive influence towards customer purchase decision (Y). The value of Zcount = 4.99. It means that hypothesis alternative is accepted because Zcount (3.37) > Ztable (1.96). Therefore, price has an impact on customer purchase decision at 4Fingers Sun Plaza Medan. / Keputusan penetapan harga harus mempertimbangkan reaksi pelanggan dan pesaing. Dalam penggunaan formal, pelanggan umumnya akan menganggap harga sebagai indikator kualitas produk atau layanan dan biasanya akan mengevaluasi biaya dalam hal manfaat yang dirasakan yang berasal dari konsumsi penawaran. Dalam kebanyakan kasus, pelanggan memiliki kesempatan untuk memilih dari berbagai penawaran dan dengan demikian harga akan menjadi salah satu indikator komparatif yang menjadi dasar keputusan pembelian mereka. Keputusan pembelian konsumen tidak hanya dalam bentuk respon konsumen terhadap barang dan jasa yang ditawarkan, tetapi juga menanggapi formulir pembelian dalam lingkungan yang menyenangkan oleh konsumen. Dengan demikian, keputusan pembelian dapat menjadi nilai penentuan mengenai tujuan perusahaan. Metode yang digunakan oleh penulis dalam penelitian ini adalah metode deskriptif dan metode korelasional. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Metode analisis data yang digunakan dalam penelitian ini adalah statistik deskriptif, uji validitas, uji reliabilitas, uji normalitas, uji korelasi, koefisien determinasi, analisis persamaan regresi linier, dan uji-Z. Berdasarkan analisis data, koefisien regresi linier = 0,272 (positif). Ini berarti bahwa harga (X) memiliki pengaruh positif terhadap keputusan pembelian pelanggan (Y). Nilai Zcount = 4.99. Ini berarti alternatif hipotesis diterima karena Zcount (3,37)> Ztabel (1,96). Oleh karena itu, harga berdampak pada keputusan pembelian pelanggan di 4Fingers Sun Plaza Medan.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Cecilia, IreneNIM00000017038ireenec.ic@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorKhong, RifinNIDN0103037603rifin.khong@lecturer.uph.edu
Uncontrolled Keywords: price, customer purchase decision, 4Fingers Sun Plaza Medan
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 8986 not found.
Date Deposited: 16 Aug 2020 10:13
Last Modified: 17 Jan 2022 02:33
URI: http://repository.uph.edu/id/eprint/9976

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