Pengaruh Keragaman Produk dan Harga terhadap Keputusan Pembelian pada Pasar Tradisional Bantar Gebang Kota Bekasi

Panjaitan, Jenita Peronika (2024) Pengaruh Keragaman Produk dan Harga terhadap Keputusan Pembelian pada Pasar Tradisional Bantar Gebang Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the effect of product diversity and prices on purchasing decisions at the Bantar Gebang market in Bekasi City. The population in this study were buyers, customers, visitors, who shop or visit the Bantar Gebang market with the number of samples used in this study, the criteria for respondents without age limits, in addition to knowing the effect of product diversity, such as primary and secondary needs on purchasing decisions at the Bantar Gebang traditional market in Bekasi City. Data processing was carried out using the SPSS version 24 program.The results of the study showed that the product diversity variable increased, so the purchasing decision increased, this perception proved to have a positive and significant effect. The results of the t-test study on the X1 variable had a sig value of 0.41 <0.05 and b1 0.172, so it can be concluded that the competency variable has a significant and positive effect on purchasing decisions.For variable X2, the sig value is 0.000 <0.05 and b2 is 0.721, so it can be concluded that the price variable has a significant and positive influence on purchasing decisions. And the results of the test above, it is known that the determination coefficient value of 0.658 is 0 ≤ R2 ≤ 1, which means that 89% of purchasing decisions come from the contribution of product diversity and price, while 11% is influenced by other factors outside or not included in the study.

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