FACTORS AFFECTING THE DECISION TO PURCHASE INVERTER WATER PUMPS IN INDUSTRIAL FACTORIES
Keywords:
Inverter Water Pump, 7Ps Marketing Mix, Logit Model, Industrial Factory, Energy SavingAbstract
This research article employed a quantitative research approach with the objective of examining the factors affecting the purchasing decision of inverter water pumps in industrial factories. The sample group consisted of 400 decision-makers or personnel involved in water pump procurement within industrial factories. The sample size was determined using Cochran’s (1977) formula. Data were collected through an online questionnaire via Google Forms and analyzed using the Logit Model.
The survey results indicated that most respondents were decision-makers or individuals involved in water pump purchasing in industrial factories, with 11–20 years of work experience. Most respondents worked in chemical manufacturing factories with 50–199 employees. Regarding usage characteristics, 55.50 percent of the factories had already adopted inverter water pumps, primarily for cooling water systems, with average operating hours of 8–16 hours per day. Most purchasing decisions were made jointly by multiple departments, while the most preferred payback period was 1–2 years. In addition, most factories had established energy policies. These findings suggest that the decision to purchase inverter water pumps is influenced not only by technical considerations, but also by economic feasibility and organizational energy management practices. The results from the Logit Model analysis revealed that the statistically significant factors at the 0.05 level affecting the purchasing decision of inverter water pumps included the presence of energy policies, registered capital, factory size, purchasing decision-making process, business performance, operating hours, marketing mix factors related to people and price, as well as energy and environmental awareness. The findings of this study can be applied as guidelines for marketing strategy planning, product presentation development, and the promotion of inverter water pumps in order to better align with the needs of industrial factories.
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