Effect Of Price Determination And Promotion On Consumer Decisions Using Services In Lagagi Warnet Jalan Jamin Ginting Medan

Feb 28, 2025 by ADMIN 124 views

Effect of Price Determination and Promotion on Consumer Decisions Using Services in Lagagi Warnet Jalan Jamin Ginting Medan

Introduction

In today's competitive market, businesses are constantly seeking ways to attract and retain customers. One of the key factors that influence consumer decisions is the price and promotion strategies employed by businesses. This is particularly true in the service industry, where customers are often willing to pay a premium for high-quality services. In this study, we aim to investigate the effect of price and promotion factors on consumer decisions in using services at Lagarsi Warnet, a popular internet cafe located on Jalan Jamin Ginting Medan.

Background of the Study

Lagarsi Warnet is one of the most popular choices for gamers in Medan, with a population of 720 customers per month. The cafe offers a range of services, including high-speed internet, comfortable seating, and a variety of food and drinks. However, with the rise of new internet cafes and gaming centers in the area, Lagarsi Warnet faces increasing competition for customers. In order to remain competitive, the cafe must continually adapt and improve its services to meet the changing needs and preferences of its customers.

Methodology

This study used a quantitative approach to investigate the effect of price and promotion factors on consumer decisions in using services at Lagarsi Warnet. A total of 88 respondents were chosen using the Slovin formula, which is a statistical method used to determine the sample size for a study. The respondents were asked to complete a survey using a Likert scale, which is a type of rating scale that measures the degree of agreement or disagreement with a particular statement.

The survey consisted of multiple linear regression variables and models, which were used to analyze the data and determine the relationship between the price and promotion factors and consumer decisions. The results of the study were then analyzed using statistical software to determine the significance of the findings.

Results

The results of the study show that both the price and promotion factor have a positive and significant influence on consumer decisions in using services at Lagarsi Warnet. This influence is both partial and simultaneous, meaning that both prices and promotions play an important role in attracting consumers to the cafe.

However, what is interesting is that the promotional factor is more dominant in influencing consumer decisions compared to price factors. This suggests that effective promotional strategies, such as discounts, promo packages, or loyalty programs, can be the key to the success of Lagarsi Warnet in attracting and maintaining customers.

Discussion

The findings of this study have several implications for Lagarsi Warnet and other businesses in the service industry. Firstly, the study highlights the importance of price and promotion factors in influencing consumer decisions. This suggests that businesses must continually adapt and improve their pricing and promotional strategies to remain competitive in the market.

Secondly, the study shows that promotional factors are more dominant in influencing consumer decisions compared to price factors. This suggests that businesses must focus on developing effective promotional strategies, such as discounts, promo packages, or loyalty programs, to attract and retain customers.

Finally, the study highlights the importance of service quality, place convenience, and additional facilities, such as food and drinks, in influencing consumer decisions. This suggests that businesses must continually improve the quality of their services and facilities to meet the changing needs and preferences of their customers.

Conclusion

In conclusion, this study has shown that both the price and promotion factor have a positive and significant influence on consumer decisions in using services at Lagarsi Warnet. The study highlights the importance of price and promotion factors in influencing consumer decisions and suggests that businesses must continually adapt and improve their pricing and promotional strategies to remain competitive in the market.

The study also highlights the importance of service quality, place convenience, and additional facilities, such as food and drinks, in influencing consumer decisions. This suggests that businesses must continually improve the quality of their services and facilities to meet the changing needs and preferences of their customers.

Recommendations

Based on the findings of this study, the following recommendations are made:

Lagarsi Warnet should focus on developing effective promotional strategies, such as discounts, promo packages, or loyalty programs, to attract and retain customers.
The cafe should continually improve the quality of its services and facilities to meet the changing needs and preferences of its customers.
The cafe should consider offering additional facilities, such as food and drinks, to enhance the overall customer experience.
The cafe should continually monitor and adapt its pricing and promotional strategies to remain competitive in the market.

Limitations of the Study

This study has several limitations that must be acknowledged. Firstly, the study was conducted using a sample of 88 respondents, which may not be representative of the larger population of customers at Lagarsi Warnet.

Secondly, the study used a quantitative approach, which may not capture the full range of factors that influence consumer decisions. Finally, the study was conducted in a specific context, which may not be generalizable to other businesses in the service industry.

Future Research Directions

This study has several implications for future research in the field of marketing and consumer behavior. Firstly, the study highlights the importance of price and promotion factors in influencing consumer decisions, which suggests that further research is needed to explore the relationship between these factors and consumer behavior.

Secondly, the study shows that promotional factors are more dominant in influencing consumer decisions compared to price factors, which suggests that further research is needed to explore the role of promotional strategies in influencing consumer behavior.

Finally, the study highlights the importance of service quality, place convenience, and additional facilities, such as food and drinks, in influencing consumer decisions, which suggests that further research is needed to explore the relationship between these factors and consumer behavior.

References

[List of references cited in the study]

Appendix

[Appendix materials, such as raw data, tables, and figures, that support the findings of the study]
Frequently Asked Questions (FAQs) about the Effect of Price Determination and Promotion on Consumer Decisions Using Services in Lagagi Warnet Jalan Jamin Ginting Medan

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the effect of price and promotion factors on consumer decisions in using services at Lagarsi Warnet, a popular internet cafe located on Jalan Jamin Ginting Medan.

Q: What methodology was used in this study?

A: This study used a quantitative approach, involving a survey of 88 respondents using a Likert scale to measure multiple linear regression variables and models to analyze data.

Q: What were the findings of this study?

A: The study found that both the price and promotion factor have a positive and significant influence on consumer decisions in using services at Lagarsi Warnet. The promotional factor was found to be more dominant in influencing consumer decisions compared to price factors.

Q: What are the implications of this study for Lagarsi Warnet and other businesses in the service industry?

A: The study highlights the importance of price and promotion factors in influencing consumer decisions, suggesting that businesses must continually adapt and improve their pricing and promotional strategies to remain competitive in the market. It also emphasizes the importance of service quality, place convenience, and additional facilities, such as food and drinks, in influencing consumer decisions.

Q: What recommendations are made based on the findings of this study?

A: The study recommends that Lagarsi Warnet focus on developing effective promotional strategies, such as discounts, promo packages, or loyalty programs, to attract and retain customers. It also suggests that the cafe continually improve the quality of its services and facilities to meet the changing needs and preferences of its customers.

Q: What are the limitations of this study?

A: The study has several limitations, including a sample size of 88 respondents, which may not be representative of the larger population of customers at Lagarsi Warnet. The study also used a quantitative approach, which may not capture the full range of factors that influence consumer decisions.

Q: What are the future research directions based on the findings of this study?

A: The study suggests several future research directions, including further exploration of the relationship between price and promotion factors and consumer behavior. It also recommends research into the role of promotional strategies in influencing consumer behavior and the relationship between service quality, place convenience, and additional facilities, such as food and drinks, and consumer decisions.

Q: What are the practical implications of this study for Lagarsi Warnet and other businesses in the service industry?

A: The study has several practical implications for Lagarsi Warnet and other businesses in the service industry. It highlights the importance of continually adapting and improving pricing and promotional strategies to remain competitive in the market. It also emphasizes the importance of focusing on service quality, place convenience, and additional facilities, such as food and drinks, to meet the changing needs and preferences of customers.

Q: What are the theoretical implications of this study?

A: The study has several theoretical implications, including the development of a new framework for understanding the relationship between price and promotion factors and consumer behavior. It also contributes to the existing literature on marketing and consumer behavior by providing new insights into the role of promotional strategies in influencing consumer behavior.

Q: What are the contributions of this study to the existing literature on marketing and consumer behavior?

A: The study contributes to the existing literature on marketing and consumer behavior by providing new insights into the relationship between price and promotion factors and consumer behavior. It also highlights the importance of service quality, place convenience, and additional facilities, such as food and drinks, in influencing consumer decisions.