Investigating the Drivers of Consumer Purchase Decision: Evidence from P.T. Solo Murni

Abstract

This study aims to evaluate how Perceived Value, Price Perception, and Product Quality influence Consumer Purchasing Decisions concerning Kiky notebook products manufactured by P.T. Solo Murni Industries. This particular study intends to, always in the framework of the research question, examine how each of these factors aids or hinders consumer decision-making and how much each of these factors matters when deciding to purchase a product. The study follows a quantitative research method, where numbers are collected and analyzed. The respondents were drawn from a population of 100 individuals who had bought Kiky notebooks. All the subjects in the population were used; thus, it was a total sampling. Questionnaires concerning perceived value, price perception, and product quality were used to collect data from the respondents. Each item was scored on a Likert-type scale to measure the extent of agreement or disagreement with that statement. The results indicated that Perceived Value, Price Perception, and Product Quality were significant drivers of consumer choice. The higher the value perceived by the consumers in Kiky notebooks, the more likely they would buy the product. Therefore, providing substantial product benefits that meet or surpass consumer expectations is essential. Another critical dimension influencing consumer choice was Price Perception: competitive pricing and being perceived as fair positively impacted consumer choices. In the meantime, Product Quality played a significant role in making the purchase decision, as buyers favored those products over others for their better quality regarding paper and design. Overall, these three variables explain 72.4% of the variance in consumer purchase decisions of Kiky notebooks: Perceived Value, Price Perception, and Product Quality. This means that the variables strongly predict consumer behavior when buying Kiky notebooks. The remaining 27.6% variance is contributed by other factors not studied here. The study stresses that to improve consumer purchase decisions in a highly competitive notebook market, the perceived value should be high, prices reasonable, and quality products consistent.