Surya Muhaimin and Veta Lidya Delimah Pasaribu from Pamulang University revealed in an August 2026 study that dynamic pricing strategies and personalized promotions significantly drive institutional purchase decisions for analytical software licenses at PT Sistem Analitik Solusindo in Tangerang. This research is critical for understanding high-involvement Business-to-Business (B2B) purchasing behavior within the evolving research software distribution sector amid digital transformation.
Business dynamics in the digital era require analytical software distributor companies to navigate significant sales fluctuation challenges. Unlike conventional retail markets focusing on end-consumers with high price sensitivity, software license purchasing in the B2B sector involves large capital investments requiring interactive communication and clarity on product utility value.
This study employed a quantitative descriptive approach involving 77 institutional B2B buyer respondents selected via simple random sampling from a total population of 329 clients over a 12-month operational period. Data collection utilized a structured Likert-scale questionnaire, which was then analyzed through classical assumption tests as well as simple and multiple linear regression models.
Data analysis demonstrated several key findings:
- Dynamic pricing partially exerts a positive and significant effect on purchase decisions with a variance contribution of 21.5%.
- Personalized promotion partially proved to have a much stronger positive and significant effect on purchase decisions, contributing 61.8% of the data variance.
- Both variables simultaneously exert a significant effect on purchase decisions with an F-statistic value of 59.834.
- Personalized promotion proved to be the dominant predictor in driving purchase decisions for analytical software licenses.
The implications of these findings indicate that institutional buyers in the research software sector prioritize consultative promotional assistance, direct technical consulting services, and staff accompaniment over mere price variations. Business practitioners are urged to combine flexible pricing matrices with intensive consultative sales training to strengthen the trust of corporate consumers and educational institutions.
Author Profiles
- Surya Muhaimin – Researcher and student at Pamulang University focusing on marketing management and business strategy.
- Veta Lidya Delimah Pasaribu – Lecturer and researcher at Pamulang University with deep expertise in marketing management, consumer behavior, and business economics.
Research Source
- Article Title: The Effect of Dynamic Pricing Strategy and Personalized Promotion on Purchase Decision at PT Sistem Analitik Solusindo in Tangerang
- Journal Name: International Journal of Integrated Science and Technology (IJIST)
- Publication Year: August 2026
- DOI:
https://doi.org/10.59890/ijist.v4i8.39
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