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

Abstract

Despite the inventory efficiency and unlimited color, the investment in a paint tinting system is quite expensive. Many unproductive tinting machines made PT XYZ need to improve its strategy in marketing tinting paint. This study aims to understand consumer behavior in purchasing tinting wall paint and the factors considered in choosing a product and place of purchase. The research results are expected to be a reference to PT XTZ to improve its marketing strategy for tinting wall paint. The methodology used in this study was qualitative research with Primary data 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 homeowners dominated consumers of tinting wall paint, but intermediate consumers such as contractors bought a more significant amount. Homeowners, family members, and intermediate consumers both have a role in selecting tinting wall paint products. Quality is the main factor in choosing tinting wall paint. Meanwhile, in deciding where to buy paint, the completeness of the product is the primary consideration. The colorist, which functioned as a salesperson and tinting machine operator has a significant role in influencing purchasing decisions that occur in stores.