STUDY OF CONSUMER BEHAVIOR ON TINTING WALL PAINT PRODUCT PURCHASING PROCESS (CASE STUDY AT RKM SOEKARNO HATTA, BANDUNG)

• Main Author: Rahayu, Suryanti
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57494
• Institution: Institut Teknologi Bandung

The presence of tinting machine technology provides a very diverse, even unlimited choice of paint colors as well as inventory efficiency. However, the investment in a tinting system is quite expensive. In 2020, PT XYZ operated 250 tinting machines with an average sales value of 78.5% of the target. A large number of unproductive tinting machines made PT XYZ need to improve its strategy in marketing tinting paint. A large number of tinting paint booths that are less productive and unable to cover operational costs, makes PT XYZ need to improve its strategy in marketing tinting paints. This study aims to understand consumer behavior in purchasing tinting wall paint and the factors that are considered in choosing a product and place of purchase. The research results are expected to be a reference for PT XTZ to improve its sales and marketing strategy for tinting wall paint. Primary data were obtained from observations, interviews, and surveys of respondents who purchased tinting wall paint at RKM Soekarno Hatta Bandung. Meanwhile, secondary data were obtained from a number of books, the internet, and other data that supported this research. The results showed that consumers of tinting wall paint were dominated by homeowners, but intermediate consumers such as contractors bought a larger amount. Homeowners, family members, and intermediate consumers both have a role in the selection of tinting wall paint products. Quality is the main factor in choosing tinting wall paint. Meanwhile, in choosing where to buy paint, the completeness of the product is the main consideration. Recommendations proposed for strategy improvement are divided into 4 parts, namely (1) Market Development, (2) Product Development, (3) People Development, and (4) Process Improvement.