The Effect of Marketing Mix on Customer's Purchase Decision

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Case Study in PT Eurotruk Transindo

By

Melky Juni Doro Siburian 2-3115-017

MASTER’S DEGREE in

BUSINESS ADMINISTRATION

FACULTY OF BUSINESS ADMINISTRATION AND HUMANITIES

SWISS GERMAN UNIVERSITY EduTown BSD City

Tangerang 15339 Indonesia

March 2017

Revision after Thesis Defense on March 04^th, 2017

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Melky Juni Doro Siburian STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, this thesis contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Melky Juni Doro Siburian

____________________________________________

Student

Date

Approved by:

Dr. Badikenita Sitepu, SE, M.Si

_____________________________________________

Thesis Advisor Date

Parhimpunan Simatupang, SE, MBA

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Thesis Co-Advisor Date

Prof. Dr. Eric J. Nasution

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Dean Date

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Melky Juni Doro Siburian ABSTRACT

The Effect of Marketing Mix on Customer’s Purchase Decision for Genuine Spare Parts competes to Other Dealer Competitor:

Case Study in PT Eurotruk Transindo

By

Dr. Badikenita Sitepu, SE, M.Si, Advisor Parhimpunan Simatupang, SE, MBA, Co-Advisor

SWISS GERMAN UNIVERSITY

This thesis will study about how mix marketing of four P influence a customer purchased decision. It is a case study in PT Eurotruk Transindo, one of authorized Mercedes Benz Truck Dealer in Indonesia which in market competition of sales of genuine spare parts Mercedes Benz. The combination of descriptive and casual research was applied in this research methodology and the sample size used in this are 110 observations from 20 customers of mining sectors in Indonesia. Multiple regression models are used to grab the relationship between the dependent and independent variable.

The result revealed that price and place were significant to customer purchase decision process, and price was negative while place was positive.

It is recommended that the company to carefully set up the reasonable price factors and improving factor of place. Both factors would increase the customer purchase decision which will bring sales increasing revenue.

Keywords: Marketing Mix, Customer Purchased Decision, Market Competition.

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Melky Juni Doro Siburian DEDICATION

I dedicate this thesis to my lovely wife who always prays to me so I can reach my ambition, I sacrifice family time to focus this study. I will not take this study if you do not support me from the beginning. Let us together reaching our ambition with our two kids Moreno and Manuel, the kids who always give me spirits.

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Melky Juni Doro Siburian ACKNOWLEDGEMENTS

First of all, I wish to thank to My Savior for this abundantly blessing. I remember beginning this Master degree with doubt, but I finally can finish by His grace. I think this is a miracle that all the blessings are from Him.

Special Thank to my Advisor Dr. Badikenita Sitepu, SE, M.Si was particularly helpful in guiding me so detail with patient, and also my co advisor was Mr. Parhimpunan Simatupang, MBA who was always support me to do this thesis in his busy time, which is so helpful in my work which always in competition market.

Many thanks to all my Lecturers in Swiss German University who already share your knowledge and experience. I understand your passion makes us understand the study.

Thanks also the to the academic staff who always helping us in our regular study.

Big thanks to all my friend in Batch 26, you are all my reminder and make me always awake. And especially my all customers and colleague who already help my research.

I do pray you are all happy with all the best with you.

I specially thank to my superior, Mr. Andry who permitting me taking this thesis title and doing research to our customers. I do hope our company will develop and give contribution to our country.

Lastly, deepest thanks are brought to all family and all people who always help and support me that cannot be mentioned in here one by one. You guys are extremely awesome.

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Melky Juni Doro Siburian TABLE OF CONTENTS

Page

STATEMENT BY THE AUTHOR ... 2

ABSTRACT ... 3

DEDICATION ... 5

ACKNOWLEDGEMENTS ... 6

TABLE OF CONTENTS ... 7

LIST OF FIGURES ... 9

LIST OF TABLES ... 10

CHAPTER 1 - INTRODUCTION ... 11

1.1 Background ... 11

1.2 Company Profile PT Eurotruk Transindo ... 18

1.3 Research Question ... 18

1.4 Research Problem ... 18

1.4 Research Objective ... 19

1.5 Scope and Limitation ... 20

1.6 Significance of Study ... 20

1.7 Chapter Summary ... 20

CHAPTER 2 – LITERATUR REVIEW ... 21

2.1 Strategic Marketing ... 21

2.2 Marketing Mix ... 21

2.2.1 Product ... 22

2.2.2 Price... 23

2.2.3 Promotion ... 24

2.2.4 Place ... 26

2.3 Customer Purchase Decision ... 26

2.4 Past Research ... 29

CHAPTER 3 – RESEARCH METHODOLOGY ... 31

3.1 Research Approach ... 34

3.2 Time and place of research ... 34

3.3 Research Model ... 35

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3.4 Research question model hypothesis ... 36

3.5 Population and sample ... 37

3.6 Quisioner Design and Scale ... 37

3.6.1 Validity and Reliability Test ... 38

3.6.2 Methode of analysis ... 40

3.6.3 Descritptive statistic ... 40

3.7 Interference statistic ... 40

3.8 Operational Variable ... 44

3.9 Chapter summary ... 40

CHAPTER 4 – ANALYSIS OF THE RESEARCH ... 46

4.1 Descriptive Statistic Result... 46

4.2 The Result of Validity and Reliability ... 51

4.3 Interference statistic ... 59

4.4 Reseach discussion ... 61

4.5 Chapter summary ... 61

CHAPTER 5 - CONCLUSION AND RECOMMENDATION ... 62

5.1 Conclusion ... 62

5.2 Recommendations for the company ... 63

5.3 Limitation ... 63

5.4 Recommendations for Future Research ... 63

REFERENCES ... 64

CURRICULLUM VITAE ... 66