Factors Influencing the Purchasing Decision of Adhesive Tapes of Industrial Customers

Abstract

     This research aimed 1) to study the marketing mix factors in purchasing adhesive tapes by industrial customers 2) to study the level of decision-making in purchasing adhesive tapes among industrial customers 3) to compare the decision-making in purchasing adhesive tapes of industrial customers based on industrial plant data 4) to compare the marketing mix factors influencing the purchasing decision of adhesive tapes of industrial customers. This was quantitative research using 144 sets of questionnaires as a tool for collecting data. Statistical instruments used were percentage, average, hypothesis testing using t-test, F-test (One-Way ANOVA) and Multiple Regression Analysis.

          The research findings indicated that 1) the importance level of marketing mix factors in purchasing adhesive tapes of industrial customers showed that product, price, distribution channel, promotion, personnel, process, and physical characteristics in the overall marketing mix factors were at a very important level. Also, 2) the level of opinions on the decision to buy adhesive tape of the industrial customer group indicated that the perception of needs, the search for information, the evaluation of alternatives, the decision to buy, and the behavior after the purchase in the overall decision-making process were at a very agree level 3) With a comparison of the decision to buy adhesive tapes of industrial customers based on industrial plant data classified by industrial plant data, there was no difference in the impact on the decision to buy adhesive tapes of industrial customers based on industrial plant data 4) Marketing mix factors influenced on the decision to buy adhesive tapes of industrial customers. Marketing mix factors in terms of distribution channels, personnel, and physical characteristics influenced on the decision to buy adhesive tapes of industrial customers.