PERCEPTION, COMPETITION INTENSITY AND CREDIT PAYMENT POLICY ON CONSUMER PURCHASING DECISIONS AT UD SUMBER AGUNG
Keywords:
Price Perception, Competition Intensity, Credit Payment Policy.Abstract
Global economic dynamics and the growth of infrastructure development in Indonesia have driven fluctuations in building material prices, triggering intense competition among building supply stores. This causal quantitative study aims to analyze the influence of price perception, competitive intensity, and credit payment policy on purchasing decisions at UD Sumber Agung Utilizing a sample of 100 consumers selected via the Lemeshow technique and Likért-scale questionnaire data. analyzed using multiple linear regression in SPSS 26, the results demonstrate that price perception (t value 5,056), competitive intensity (t value 4,358), and credit payment policy (t value 5,878) each have a positive and significant partial effect on purchasing decisions p << 0,05. Simultaneously, all three variables also exert a positive and significant effect 118,396 F value 3,09; p < 0,05. Credit payment policy was found to be the most dominant variable influencing purchasing decisions, with a coefficient of 0.398. These findings serve as a strategic foundation for UD Sumber Agung to formulate price and credit policies aimed at enhancing competitiveness and customer loyalty
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Copyright (c) 2026 Femas Fredi Asmoro, Ruswaji, Agung Hirmantono , Hery Suprapto
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