THE PROCESS OF CUSTOMER RESPONSE TOWARDS PRICING IN THE PURCHASING DECISION OF CLASSY&CO’S PRODUCT

Abstract

Classy&Co is one of the companies that run in the fashion and jewelry industry in Indonesia. Today’s competition in the fashion business is highly competitive. Therefore, Classy&Co must continue to improve its performance to increase the existence of this company. The strategies include in the following with concern to customer’s response towards pricing in purchasing decision of Classy&Co’s product. If the customer’s process response had been fulfilled then the automatic level purchasing decisions of consumers will increase. This research aimed to determine the process of customer’s response towards pricing in purchasing decision of Classy&Co’s product. The population is 50 people of Classy&Co’s customer with 30 people as the samples which use purposive sampling. The sample is only limited to the customers who live in Surabaya, was not handled a transaction with the author, and never take the repeat order. The method of collecting data used observation and interview with the help of triangulation of source and triangulation of technique as the validity and reliability tools. The data were analyzed with qualitative analysis using descriptive qualitative such as data reduction and data presentation. The result shows that there are some background profiles from the customer that can be divided by four stages of price which presents different response towards pricing. The first and second groups of people were concerning about price as their major consideration in purchasing decision. In the other hand, the third and forth group were concerning about design instead of price. However both of them need connection and trust as their major consideration towards purchasing decision.