The Influence of Distribution, Perceived Value, and Product Innovation on Purchase Decision at PT. Sinar Sosro, Medan

Wilbert Janico Chalim; Eddy Eddy

doi:10.63922/ijebir.v4i03.1654

Wilbert Janico Chalim University of Pelita Harapan
Eddy Eddy University of Pelita Harapan

DOI: https://doi.org/10.63922/ijebir.v4i03.1654

Keywords: Distribution, Perceived Value, Product Innovation on Purchase Decision

Abstract

In business, customer is king. This expression illustrates the importance of the purchaser or customers for the company. This obviously makes companies vying to win customers buy and use the products offered. Therefore, the company is exerting every effort to understand customers behavior, to know what he needs, what taste and how took the decision, as well as knowing the various changes in the business environment so as to compete with other companies, as well as producing goods and services according to the needs and desires customers (Khair et al., 2022). Slovin’s formula applied to the population size of 129 customers, the result In this research, the sample size is 98 respondents. Sample is a part of the population that is considered to represent the population as a source of research data use probability method. Probability sampling is a method or sampling by random means so that all people or living things in the population have the possibility of being sampled by researchers The Conclusion The partial test can be explained that tcount (3.295) > t-table (1.986) and significant value 0.001 < 0.05, then H1 is accepted, namely: distribution has partial influence on purchase decision at PT Sinar Sosro, Medan. Regression coefficient for distribution of 0.176, The partial test can be explained that tcount (4.014) > t-table (1.986) and significant value 0.000 < 0.05, then H2 is accepted PT Sinar Sosro, Medan by 0.342 units assuming other variables remain, The partial test can be explained that t-count (2.892) > t-table (1.986) and significant value 0.005 < 0.05, then H3 is accepted, namely: product innovation has partial influence on purchase decision at PT Sinar Sosro, Medan, The simultaneous test can be explained that F-count (33.533) > F-table (2.70) and significant value 0.000 < 0.05, then H4 is accepted, namely: distribution, perceived value, and product innovation have simultaneous influence on purchase decision at PT Sinar Sosro, Medan.

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