The Effect Of market segmentation on purchase decision At PT.Makmur Ang Jaya

Putranto, Timotius (2020) The Effect Of market segmentation on purchase decision At PT.Makmur Ang Jaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

One of the problems that causes a decrease in purchasing decisions is: the company does not applied right market segmentation so the application of misplaced marketing strategies often occurs. The phenomenon that occurs in companies is: a decrease in purchasing decisions. This research uses the theories about market segmentation and its effect on purchase decision. The framework of this research is to find out the relationship between market segmentation and purchase decision. The methods used by the writer in this research is causal research. The population in the research is the customers which come to the company, which size is unknown or unidentified in terms of size. Samples estimated within this research are 2 weeks from 1 March to 15 March 2020 which are 61 people. Questionnaires were randomly distributed to customers who come into the store within a period of observation. Based on research result, the simple linear regression showed equation of Y = 6.675 + 0.690 X. It means that variable market segmentation has a straight relationship to purchase decision, that if there is an increase on market segmentation, the purchase decision will also increase. The conclusion on this research is the hypothesis test showed that H0 is rejected and Ha is accepted, and it means that the market segmentation significantly has effect on the purchase decision at PT.Makmur Ang Jaya. The recommendation for next researcher is when company wants to get higher purchase decision, the company may not stop innovation. Keywords : Market segmentation, purchase decision, PT.Makmur Ang Jaya./Salah satu masalah yang menyebabkan penurunan dalam keputusan pembelian adalah: perusahaan tidak menerapkan segmentasi pasar yang tepat sehingga penerapan strategi pemasaran yang salah tempat sering terjadi. Fenomena yang terjadi di perusahaan adalah: penurunan keputusan pembelian.Penelitian ini menggunakan teori tentang segmentasi pasar dan pengaruhnya terhadap keputusan pembelian. Kerangka kerja penelitian ini adalah untuk mengetahui hubungan antara segmentasi pasar dan keputusan pembelian. Metode yang digunakan oleh penulis dalam penelitian ini adalah penelitian kausal. Populasi dalam penelitian ini adalah pelanggan yang datang ke perusahaan, yang ukurannya tidak diketahui. Sampel yang diperkirakan dalam penelitian ini adalah 2 minggu dari 1 Maret hingga 15 Maret 2020 yang berjumlah 61 orang. Kuesioner dibagikan secara acak kepada pelanggan yang datang ke toko dalam periode pengamatan. Berdasarkan hasil penelitian, regresi linier sederhana menunjukkan persamaan Y = 6,675 + 0,690 X. Ini berarti bahwa segmentasi pasar variabel memiliki hubungan langsung dengan keputusan pembelian, bahwa jika ada peningkatan pada segmentasi pasar, keputusan pembelian juga akan meningkat.Kesimpulan pada penelitian ini adalah uji hipotesis menunjukkan bahwa H0 ditolak dan Ha diterima, dan artinya segmentasi pasar berpengaruh signifikan terhadap keputusan pembelian pada PT.Makmur Ang Jaya. Rekomendasi untuk peneliti berikutnya adalah ketika perusahaan ingin mendapatkan keputusan pembelian yang lebih tinggi, perusahaan tidak dapat menghentikan inovasi.

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