The influence of price and distribution towards customer purchase decision at PT New Hope Medan

Kelvin, Kelvin (2022) The influence of price and distribution towards customer purchase decision at PT New Hope Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT New Hope Medan is a company that engaged in consumer goods with animal feed as its products. In terms of purchase decisions in the company, PT New Hope is still unable to compete in terms of the company's market share with other companies. Price and distribution were very influential on customer purchase decision because when the price is too high, customer might consider other products that give similar benefits with cheaper price. And customer would prefer products that are easily to access especially in chicken industry, because they need chicken food to feed their chicken regularly. Quantitative research with descriptive and causal study are used to analyze the sample of 105 customers. The respondents are customers of PT New Hope Medan and were taken using probability sampling method with simple random sampling method. The Distribution of the questionnaires has passed the validity and reliability test. The data tested also have passed the normality test, multicollinearity, heteroscedasticity, and multiple linear regression test. From hypothesis testing, with the results of the F test (26.577 > 3.09) that price and distribution simultaneously affect customer purchase decision at PT New Hope Medan. It can be recommended to the company to provide free delivery service if customers purchase in large quantity. Company must increase the existing production capacity and recalculate the number of products that will be provided to customers. Beside that, company could also give additional benefit like providing payment relief and loyalty programs to the customers/PT New Hope Medan merupakan perusahaan yang bergerak dibidang consumer goods dengan produk yang dijual yaitu pakan ternak. Dalam hal keputusan pembelian di perusahaan, PT New Hope masih kalah bersaing dalam hal pangsa pasar perusahaan dengan perusahaan lain. Harga dan distribusi sangat berpengaruh terhadap keputusan pembelian pelanggan karena ketika harga terlalu tinggi, pelanggan dapat mempertimbangkan produk lain yang memberikan manfaat serupa dengan harga yang lebih murah. Dan pelanggan akan lebih memilih produk yang mudah diakses terutama di industri ayam, karena mereka membutuhkan makanan ayam untuk memberi makan ayam mereka secara teratur. Penelitian kuantitatif dengan studi deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 105 pelanggan. Respondennya adalah pelanggan PT New Hope Medan yang diambil menggunakan metode probability sampling dengan metode simple random sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, uji multikolinearitas, heteroskedastisitas, dan uji regresi linier berganda. Dari uji hipotesis dengan hasil uji F (26,577 > 3,09) bahwa harga dan distribusi secara simultan berpengaruh terhadap keputusan pembelian pelanggan pada PT New Hope Medan. Dapat direkomendasikan kepada perusahaan, perusahaan untuk memberikan dukungan layanan pengiriman gratis jika pelanggan melakukan pembelian dalam jumlah banyak. Perusahaan juga sebaiknya meningkatkan kapasitas produksi yang ada dan menghitung ulang jumlah produk yang akan diberikan kepada pelanggan. Selain itu, perusahaan juga dapat memberikan beberapa manfaat tambahan seperti memberikan keringanan pembayaran dan program loyalitas terhadap pelanggan.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Kelvin, KelvinNIM03011180155kk80155@student.uph.edu
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorAlimin, ErinaNIDN0103097202erina.alimin@lecturer.uph.edu
Uncontrolled Keywords: price; distribution; customer purchase decision
Subjects: 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 23287 not found.
Date Deposited: 03 Mar 2022 13:32
Last Modified: 03 Mar 2022 13:32
URI: http://repository.uph.edu/id/eprint/47022

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