Pengaruh Store Layout, Keberagaman Produk dan Kualitas Produk terhadap Keputusan Pembelian pada Viera Oleh-Oleh Pekanbaru

Manisa Leila, Endang Sutrisna

Abstract


This study aims to determine and analyze the influence of store layout, product diversity and product quality on purchasing decisions at Viera Oleh-Oleh Pekanbaru. The methods used in this study are descriptive and quantitative statistics, the source of data in this study comes from primary data obtained through the questionnaire distribution process which is then carried out statistical tests with the SPSS program and secondary data using sales data on Viera Oleh-Oleh Pekanbaru for the 2017-2021 period. Samples were taken as many as 100 respondents using accidental sampling techniques. Data analysis techniques used quantitative analysis using validity tests, reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, partial tests and simultaneous tests. The test results in this study show that  partially the store layout  variable (X1) has a positive and significant effect on purchasing decisions, partially the product diversity variable (X2) has a positive and significant effect on purchasing decisions,  partially the product quality variable (X3) has a positive and significant effect on purchasing decisions. Simultaneously store layout  (X1), product diversity (X2) and product quality (X3) have a positive and significant influence on purchasing decisions.

Keywords


Store Layout, Product Diversity, Product Quality, Purchasing Decision

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DOI: http://dx.doi.org/10.31258/jab.21.2.44-56

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