The Effect of Price and Customer Service on Pertamina's Lubricant Purchase Decision at PT Sukun Niaga Utama
DOI:
https://doi.org/10.22441/indikator.v10i1.40456Keywords:
Price, Customer Service, Purchase DecisionAbstract
Competition in the lubricant industry requires companies to comprehensively understand the factors that affect customer purchase decisions. The problem in this study is how price and customer service affect Pertamina's Lubricant purchase decision at PT Sukun Niaga Utama. This study aims to analyze the influence of price and customer service on purchase decisions, both partially and simultaneously. The research uses a quantitative design with a survey approach. The research population is all customers of PT Sukun Niaga Utama, with a sample of 179 respondents determined using purposive sampling techniques. Data was collected through a structured questionnaire and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach, which includes testing measurement models and structural models. The results of the analysis showed that price had a positive and significant effect on purchase decisions, while customer service had a positive and significant influence with a greater degree of influence. Simultaneously, price and customer service have been proven to have a significant effect on purchase decisions. The discussion of the results of the study shows that appropriate price perception and good customer service are able to form customer confidence and certainty in making purchase decisions. The conclusion of this study emphasizes that price and customer service are the main determinants in improving Pertamina Lubricant purchase decisions at PT Sukun Niaga Utama.
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