BUNDLING STRATEGY ON PURCHASE DECISION: A CASE OF FOOD AND BEVERAGES SMES IN BANDUNG

• Main Author: Erlina (Mega Erlina 19215032), Mega
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28828
• Institution: Institut Teknologi Bandung

In this globalization era, the competition between business industries become more competitive. Over time, the number of global businesses keep increasing, including in Indonesia. Today’s company does not just fight with the local company, but they need to compete with the foreign company. In Indonesia, the number of Small Medium Enterprise (SMEs) keep increasing, to compete in this globalization era, they should create product innovation, build a strong customer relationship, and build a strong partnership (Britt, 2007; Kementerian Perindustrian, 2016). One of the main problems that many SMEs faces is marketing. Because of the low capital, SMEs cannot do the marketing activities maximally. In the marketing and sales activity, there should be some value-adding roles. Performing marketing and promotion in creative ways is one of the methods to add value to the customer. SMEs should find an innovative and effective strategy to do the marketing strategy (Kompas, 2017; Webb & Gorman, 2006). Bundling strategy is one of the strategies that can be implemented since bundling can increase the revenue without spending more resources (Banciu, 2009). <br /> <br /> The purpose of this research is to see the influences of bundling strategy towards purchase decision on food and beverages SMEs in Bandung. Based on the results, the researcher will design the strategy of bundling strategy to increase purchase decision. This research will be conducted in Bandung with the total of 100 respondents limited to college students age 15 – 24 years old. Respondents are asked to complete a four-points Likert scale and a rank order scale questionnaire. Bundling strategy is defined as the independent variable and purchase decision is defined as the dependent variable in this research. Simple linear regression and ranking analysis are used to see the influences between bundling strategy and purchase decision, and to see the factors influencing bundling strategy. The results show that bundling strategy give positive influences to purchase decision and price is the most affecting factors of bundling strategy. When designing the strategy, price, type of products, customer preference, integration between products, and differentiation should be included. <br /> <br /> This research will be helpful for business owner and marketer when they want to make bundling strategies for food and beverages SMEs in Bandung.