Pengaruh Produk Harga, dan Pelayanan terhadap Nilai Pelanggan dan Hubungannya dengan Keputusan Pembelian pada Pelanggan Hypermarket Carrefour Plaza Medan Fair

Abstract

Modern market business retail in Indonesia has a rapid growth and competitiveness. The competition is not only local retail but also the attendance some global giant retailer. The competitive between retailer makes consumer more selective to choose retail which consumer will buy product from retailer that give higher value. Purpose of this research are to explore in depth the influence of product, price, and service to the customer's value and the correlation customer's value with buying decision on customers of Hypermarket Carrefour Plaza Medan Fair. The first hypothesis of this research is product, price, and service influenced the customer's value, and the second hypothesis is the customer's value has correlation with buying decision on customers of Hypermarket Carrefour Plaza Medan Fair. Theory of this research is marketing management about customer value and

customer's behavior (buying decision). The method of this research using survey

approach, kind of research is descriptive quantitative and descriptive explanatory. Sampling method this research is using accidental sampling method, with 100 respondents. The first hypothesis test uses linier multiple regression analysis, with F- test and t-test that purpose to know the influence of independent variables to dependent variable on significant level 95% (a-0.05). And the second hypothesis test uses Spearman's Rank Correlation Test that use to know the correlation between costumer's value and buying decision on customers of Hypermarket Carrefour Plaza Medan Fair.

The results of this research show that product, price, and service simultaneous

directly have significant influence to the customer's value with significant level

0.000. The coefficient of determination (R) of variable independents to variable dependent is 0.700, shows that product, price, and service explains 70.0% toward customer's value and the residue (30.0%) is explained by the other variables. The result of t-test (partial analysis) shows product, price, and service have significant effect to customer's value and product became dominent variable to customer's value. The result Spearman's Rank Correlation Test is customer's value has correlation with buying decision on customer of Hypermarket Carrefour Plaza Medan Fair.

Resume of this research is product, price, and service are high significantly

influenced to customer's value, and customer's value has correlation with buying

decision on customers of Hypermarket Carrefour Plaza Medan Fair.