Harga dan Kelengkapan Produk terhadap Keputusan Pembelian pada Toko Sembako Rizkuna Desa Karang Sentosa
DOI:
https://doi.org/10.31334/abiwara.v5i1.3567Keywords:
price, product completeness, purchase decision,Abstract
The purchase decision of consumer is influenced by some factors such as price and product completeness. Facts in Rizkuna Groceries Store are that they set the price higher from the competitor and the product they offer are not complete. Based on those facts, the sales in Rizkuna Groceries Store have decreased. This study was conducted to find out the influence of price and product completeness toward the purchase decision of the customers in the Riskuna Groceries Store in Karang Sentosa Village. The method for this study is quantitative approach along with the customers who ever purchased from the Rizkuna Groceries Store as the respondent. The data collection technique used was a questionnaire, with a total sample of 150 people. Data quality technic was examined with validity and reliability tests. Data analysis test using multiple linear regression. Data analysis test was conducted by partial and simultaneous tests. The results of this study prove that there is a positive and significant effect of price and product completeness on purchasing decisions. Partially, price contributes 24% and product completeness contributes 45.3% to purchasing decisions. Price and product completeness simultaneously affect the purchase decision by 49.6%, and the remaining 50.4% is influenced by other variablesReferences
Amirullah. (2021). Prinsip Manajemen Pemasaran (p. 247). Malang: Indomedia Pustaka.
Donni, P. J. (2021). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. Bandung: ALFABETA cv.
Firmansyah, M. A. (2018). Perilaku Konsumen Sikap dan Pemasaran. Surabaya: CV BUDI UTAMA.
Ghozali, Imam. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang: Bandan Penerbit Universitas Diponegoro
Ghozali, Imam. (2018). Aplikasi Analisis Multivariete Dengan Program SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Indra, M. (2021). Intisari Manajemen Pemasaran. Bekasi: Deepublish.
Kotler, Philip., & Gary, Armstrong. (2016). Prinsip-Prinsip Pemasaran. Edisi 13 Jilid 1. Jakarta: Erlangga.
Raharjani, J. dalam Hafidzi, A, A. (2013). Pengaruh Kelengkapan Produk dan Pelayanan Terhadap Keputusan Pembelian pada Mini Market Alfamart. Jurnal EMBA, 1, 2301-1174.
Sugiyono. (2017). Kerangka Berfikir Uma Sekaran Business Research.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: ALFABETA.
Sugiyono. (2019). Metode Penelitian Pariwisata (Kuantitatif, Kualitatif, Kombinasi R&D) (p. 772). Yogyakarta: ALFABETA, cv.
Sugiyono, & Susanto, A. (2015). Cara Mudah Belajar SPSS & Lisrel. Bandung: Alfabeta.
Supriyanto. (2016). Retrospektif Ilmu Administrasi Bisnis. Bandar Lampung: Mitra Wacana Media.
Downloads
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright Notice
Please find the rights and licenses in Abiwara : Jurnal Vokasi Administrasi Bisnis. By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1.License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
2.Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3.User Rights
Abiwara : Jurnal Vokasi Administrasi Bisnis, spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, Abiwara : Jurnal Vokasi Administrasi Bisnis permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and Abiwara : Jurnal Vokasi Administrasi Bisnis on distributing works in the journal and other media of publications.
4.Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. Abiwara : Jurnal Vokasi Administrasi Bisnis will not be held liable for anything that may arise due to the author(s) internal dispute. Abiwara : Jurnal Vokasi Administrasi Bisnis will only communicate with the corresponding author.
5.Miscellaneous
Abiwara : Jurnal Vokasi Administrasi Bisnis will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. Abiwara : Jurnal Vokasi Administrasi Bisnis editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement" prior to the article publication.
