PENGARUH PERCEIVED PRICE, PERCEIVED USEFULNESS, DAN PEMASARAN PERSONALISASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK BRAND EIGER PADA KONSUMEN DI KOTA TEBING TINGGI - Indri Ayu Pratiwi; Didik Rahmat Prayuda; Bobby Hartanto; Rakhmawati Purba (JOURNAL OF SCIENCE AND SOCIAL RESEARCH, 2026)
Abstract: This study aims to analyze the influence of perceived price, perceived usefulness, and personalized marketing on purchasing decisions for Eiger products among consumers in Tebing Tinggi City. This research employs a quantitative approach with a descriptive method. The sample consists of 96 respondents determined using the Cochran formula through purposive sampling. Data were collected via digital questionnaires and analyzed using multiple linear regression with SPSS software. The results indicate that perceived price, perceived usefulness, and personalized marketing have a positive and significant effect on purchasing decisions, both partially and simultaneously. The conclusion of this study confirms that competitive pricing strategies, the functional value of products, and personalized marketing approaches are crucial variables in enhancing consumer purchasing decisions amidst intense market competition. Keywords: Perceived Price, Perceived usefulness, Marketing personalization, Purchasing decisions,Eiger   Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh perceived price, perceived usefulness, dan pemasaran personalisasi terhadap keputusan pembelian produk Eiger pada konsumen di Kota Tebing Tinggi. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode deskriptif. Sampel penelitian berjumlah 96 responden yang ditentukan menggunakan rumus Cochran melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner digital dan dianalisis menggunakan regresi linear berganda dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa perceived price, perceived usefulness, dan pemasaran personalisasi berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Simpulan penelitian ini menegaskan bahwa strategi penetapan harga yang kompetitif, nilai fungsional produk, dan pendekatan pemasaran yang personal merupakan variabel krusial dalam meningkatkan keputusan pembelian konsumen Eiger di tengah persaingan pasar yang ketat. Kata kunci: Persepsi harga, Persepsi Kegunaan, Pemasaran personalisasi, Keputusan pembelian, Eiger.