Abstract
Purchase decisions are actions taken by consumers to make a product purchase. This research has purpose to analyze how much influence prices and promotions on cement purchase decisions at PT. Semen Baturaja (Persero), Tbk and the dominant influential variables. The sample numbers in this research by using 150 (one hundred fifty) respondents. The technique used in sampling of this research was purposive sampling. The method of analysis is by using multiple linear regression analysis. The results of the analysis in this research indicate that the price and promotion variables have a positive value and significant effect on purchase decisions and independent variable that has a positive value, significant influence and dominant influence is the price variable on cement purchase decisions at PT. Semen Baturaja (Persero), Tbk.
Highlights
The type of cement produced is Cement Ordinary Portland Cement (OPC) Type I according to SNI 2049: 2015, Portland Composite Cement (PCC) Type I according to SNI 7064: 2014, Ordinary Portland Cement (OPC) Type II according to SNI 2049: 2015, Ordinary Portland Cement (OPC) Type V according to SNI 2049: 2015
Price is a sum of money that is billed for a product or service or the amount of value that is exchanged by customers to benefit from owning or using a product or service (Kotler and Armstrong, 2012: 345) [16]
Research from Vania (2019); Ahmad (2017); Arif (2017); Christy (2017); Arifin (2017); Herlina (2017); Selvie (2017); Wanda (2017); Arianto (2016); Arum (2016); Melita (2016); Milly (2016); Mardianam (2013); Novi (2016); Rizki (2016); Daniel (2015); Grace (2015); Sandy (2015); Tanihattu (2013) supports that Price has a positive value and significant influence on Purchase Decisions. This number has the intention that how the price and promotion variables provide the information needed to explain the purchase decisions together by 13.8% while the remaining 86.2% (100% - 13.8%) are influenced by other factors
Summary
Semen Baturaja (Persero) Tbk. has increased cement production from 2 (two) million tons to around 3.85 (three point eighty five) million tons per year. Semen Baturaja (Persero) Tbk. compared to National Cement production indicates that there is an increase in National Production which can be caused by an increase in the number of Cement Companies. To determine the right and efficient marketing strategy, it is very important to research the Prices and Promotions that influence Consumer Decisions on the purchase of cement of PT. Semen Baturaja (Persero) Tbk. Semen Baturaja (Persero) Tbk Refer to such description before, the authors have interest in conducting research on "The Effect of Prices and Promotions on Purchase Decisions on Cement at PT. Semen Baturaja (Persero), Tbk. 2) Finding empirical evidence by analyzing the influence of promotions on cement purchase decisions at PT. Benefits 1) Practical Benefits For The Company, as source of information and reference for the company regarding to marketing management as a valuable material for evaluation and the future consideration for decision making. 2) Theoretical Benefits For Further Researchers, the results of this research are useful for adding information and research contributions as well as being a reference for other Parties who want to conduct research on purchase decisions
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