Seller Perception Analysis on Purchase Decision Using Analytical Hierarchy Process Method
Purchasing decisions can be used as a competitive advantage for companies or retailer. Purchasing decisions are important aspects of consumer behavior to determine or make a decision whether to buy a product or not. Price, product quality, service quality, and social media promotion can be good stra...
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| Format: | Article |
| Language: | English |
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UIN Sunan Kalijaga, Faculty of Science and Technology, Industrial Engineering Department
2023-03-01
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| Series: | Journal of Industrial Engineering and Halal Industries |
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| Online Access: | https://ejournal.uin-suka.ac.id/saintek/JIEHIS/article/view/4000 |
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| _version_ | 1841558787504209920 |
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| author | Khusna Dwijayanti |
| author_facet | Khusna Dwijayanti |
| author_sort | Khusna Dwijayanti |
| collection | DOAJ |
| description | Purchasing decisions can be used as a competitive advantage for companies or retailer. Purchasing decisions are important aspects of consumer behavior to determine or make a decision whether to buy a product or not. Price, product quality, service quality, and social media promotion can be good strategies to win over existing competitors. There are many studies on consumer perception, and a few studies on seller perception. Therefore, this study aims to analyze the effect of price, product quality, service quality, and social media promotion on purchasing decisions at ABC Store by measuring the perceptions of the sellers. The questionnaires in this study are given to sellers and marketing managers who are experienced in selling the product. The analysis conducted using Analytical Hierarchy Process (AHP). The results of this study indicate that from the perception of the seller, the order of importance that influences the purchase decision for gadget at ABC Store is social media promotion 30%, price 28%, product quality 26%, and lastly service quality 15%. |
| format | Article |
| id | doaj-art-a8eed7e59ba44a74926bb80301b36a48 |
| institution | Kabale University |
| issn | 2722-8150 2722-8142 |
| language | English |
| publishDate | 2023-03-01 |
| publisher | UIN Sunan Kalijaga, Faculty of Science and Technology, Industrial Engineering Department |
| record_format | Article |
| series | Journal of Industrial Engineering and Halal Industries |
| spelling | doaj-art-a8eed7e59ba44a74926bb80301b36a482025-01-06T05:54:18ZengUIN Sunan Kalijaga, Faculty of Science and Technology, Industrial Engineering DepartmentJournal of Industrial Engineering and Halal Industries2722-81502722-81422023-03-013213314010.14421/jiehis.40003626Seller Perception Analysis on Purchase Decision Using Analytical Hierarchy Process MethodKhusna Dwijayanti0UIN Sunan KalijagaPurchasing decisions can be used as a competitive advantage for companies or retailer. Purchasing decisions are important aspects of consumer behavior to determine or make a decision whether to buy a product or not. Price, product quality, service quality, and social media promotion can be good strategies to win over existing competitors. There are many studies on consumer perception, and a few studies on seller perception. Therefore, this study aims to analyze the effect of price, product quality, service quality, and social media promotion on purchasing decisions at ABC Store by measuring the perceptions of the sellers. The questionnaires in this study are given to sellers and marketing managers who are experienced in selling the product. The analysis conducted using Analytical Hierarchy Process (AHP). The results of this study indicate that from the perception of the seller, the order of importance that influences the purchase decision for gadget at ABC Store is social media promotion 30%, price 28%, product quality 26%, and lastly service quality 15%.https://ejournal.uin-suka.ac.id/saintek/JIEHIS/article/view/4000seller perceptionqualityprice,service qualitysocial media promotionpurchase decision |
| spellingShingle | Khusna Dwijayanti Seller Perception Analysis on Purchase Decision Using Analytical Hierarchy Process Method Journal of Industrial Engineering and Halal Industries seller perception quality price, service quality social media promotion purchase decision |
| title | Seller Perception Analysis on Purchase Decision Using Analytical Hierarchy Process Method |
| title_full | Seller Perception Analysis on Purchase Decision Using Analytical Hierarchy Process Method |
| title_fullStr | Seller Perception Analysis on Purchase Decision Using Analytical Hierarchy Process Method |
| title_full_unstemmed | Seller Perception Analysis on Purchase Decision Using Analytical Hierarchy Process Method |
| title_short | Seller Perception Analysis on Purchase Decision Using Analytical Hierarchy Process Method |
| title_sort | seller perception analysis on purchase decision using analytical hierarchy process method |
| topic | seller perception quality price, service quality social media promotion purchase decision |
| url | https://ejournal.uin-suka.ac.id/saintek/JIEHIS/article/view/4000 |
| work_keys_str_mv | AT khusnadwijayanti sellerperceptionanalysisonpurchasedecisionusinganalyticalhierarchyprocessmethod |