Johanes, Kartiwan and Sitepu, Badikenita and Simatupang, Parhimpunan (2018) Analyze The Influence of Product Bundling, Discount and Promotion Toward Customer Buying Intention in ICT Industry. Masters thesis, Swiss German University.

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Abstract

The purpose of this study is to analyze the influence of product bundling, discount and promotion creating perceive value toward buying intention in PT. XYZ. The objective of the study is to help PT. XYZ examine how product bundling and promotion influence customer buying intention, how discount interact customer buying intention and which perceive value have the most significant influence toward customer buying intention in PT. XYZ. This research is using questionnaires were spread through email to PT. XYZ large corporate customers. In testing relationship between independent and dependent variable in the model are using Cronbach’s Alpha, Pearson’s Correlation, Regression and Structural Equation Modeling. The researcher used closed ended self-administrated questionnaires as a method of collecting data. The study was done on one hundred respondents from large corporate customers of PT. XYZ. The finding of the study revealed product bundling, discount and promotion have positive correlation and very strong association with perceive value toward and perceive value have very strong association with customer buying intention in the PT. XYZ. The result indicated that product bundling, discount and promotion creating positive influence and very strong association with perceive value toward customer buying intention.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Product Bundling; Discount; Promotion; Perceive Value; Buying Intention
Subjects:	H Social Sciences > HF Commerce > HF1040 Commodities. Commercial products H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	05 Jun 2020 15:07
Last Modified:	05 Jun 2020 15:07
URI:	http://repository.sgu.ac.id/id/eprint/768

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