THE INFLUENCE OF MARKET SHARE, CREDIBILITY, AND PRICING TOWARD THE BUYING DECISION OF MARKETING RESEARCH COMPANY

Abstract

The marketing research industry is a service-based industry which operates by systematically gathering the data from targeted customers, processing the data gathered and finally interpret the processed data for future decision making and strategic planning of the client. Analysis.id is a service-based market research start-up based in Surabaya specializing in market trend analysis, digital marketing analysis, consumer behavior analysis, and competitor analysis by gathering big data and offering such services to the client via website. The purpose of this study is to determine market share, credibility, and price variables that influence purchasing decisions for market research firms. The research sample used was 97 respondents consisting of several small and medium business enterprises. Research data were collected by distributing online-based questionnaires with a Likert scale to 97 respondents selected using purposive sampling. From the results of the data that has been processed using SPSS analysis, it is known that there are market share, credibility, and price variables that have a positive effect on purchasing decisions. However, only the credibility and price variables significantly influence the purchase decision.