THE INFLUENCE OF PRICE AND LIFESTYLE TOWARDS PURCHASE DECISION OF EVLOGO WATER PUMP

Abstract

Nowadays, many businesses run on the same industry and this situation creates the emergence of brands, quality, prices, types of goods, functional levels that are different on the same or similar item. Just as experienced by EVLOGO company, which engaged in trading and selling water pumps that are used specifically for KanGen water machines. With so many competitions within the water pump business, the researcher of this study wants to find out what factors affect the sales in EVLOGO company, making it difficult to increase their sales and even sometimes they experience a decrease in their sales. From the problems experienced by EVLOGO, there are 2 factors that are most felt to greatly affect the sales of EVLOGO water pumps, which are price and lifestyle. This research was conducted to find out the factors that influence the sales of EVLOGO water pumps. The result of this research can be used by EVLOGO company as their basic understanding to know the problematic factors. This study will use an offline questionnaire based on a 5-scale Likert scale as a measurement indicator. Hence, the data obtained from the questionnaire will be processed using IBM SPSS statistics 22. This study shows that both price and lifestyle factors have a positive relationship that affects customers’ purchasing decisions, and both of these factors also influence a significant amount of purchasing decisions. From this study, this discovery can broaden insights regarding the factors that influence purchasing decisions that are not discussed in this study.