Analysis the Influence of Customer Value on Purchase Decisions (case study at PT Indo Webhost Kreasi, Medan City)
Ary Firiansyah Lubis(a)*, Beby Karina Fawzeea Sembiring(b), Isfenti Sadalia(c)

(a) Universitas Sumatera Utara, Indonesia
(b) Universitas Sumatera Utara, Indonesia
(c) Universitas Sumatera Utara, Indonesia
*Corresponding author. Email: aryfiriansyah[at]yahoo.com

Abstract

One of important factor that help companies achieve their goals is the integral use of information technology. Companies that build information systems, also use for sales, not just administration. Thus, the company is looking for reliable vendors in building an integral information system. The company^s purchasing decision in determining the appropriate vendor is influenced by, among others, customer value. The purpose of this study was to see the effect of customer value on purchasing decisions. The research methodology used is descriptive quantitative with Multiple Regression Analysis approach to answer the research hypothesis. The research population is the representative of employees that becomes partner of the company with a total of 96 employees. The results of the study found that partially, Emotional Value, Social Value, Quality Value, and Cost Value partially each variable has an effect to Purchase Decisions, meanwhile all variables simultaneously has an effect on Purchase Decisions.

Keywords: Customer Value, Emotional Value, Social Value, Quality Value, and Cost Value, Purchase Decisions.

Topic: Marketing Management