PENGARUH STORE LAYOUT DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PELANGGAN INDOMARET SATRIA JAYA TAMBUN UTARA

Abstract

This study aims to determine how store layout and product diversity affect the purchasing decisions of customers at Indomaret Satria Jaya, Tambun Utara. In this study, data was collected through questionnaires. The population in this study were customers who visited Indomaret Satria Jaya. This research used a quantitative method, with a sample consisting of 52 people. Data analysis was performed using the SPSS 25 program. The results of this study indicate that based on the T test, it is known that Store Layout (X1) has a positive effect on Purchasing Decisions (Y), with a value of 13,784; while Product Diversity (X2) has a positive effect on Purchasing Decisions (Y), with a value of 14.075. The F test results indicate that the Store Layout and Product Diversity have a positive or significant effect on Purchasing Decisions`. The results of the R2 determination test show a value of 95.8%, which means that the Store Layout and Product Diversity affect the Purchasing Decisions, with the remaining 4.2% being influenced by other variables not examined in this study.