PENGARUH HARGA, VARIASI PRODUK, KUALITAS PELAYANAN, KEMUDAHAN PEMBAYARAN DAN KENYAMANAN TERHADAP KEPUTUSAN PEMBELIAN DI PASAR MODERN HYPERMART MADIUN

Anisa Ratih Septiarini, Heny Sidanti

Abstract


This study aims to determine the effect of price, product variation, service quality, ease of payment and convenience on purchasing decisions at the Hypermart Madiun Modern Market. The research method used is descriptive quantitative with a sample of 384 respondents. Data collection using a questionnaire with data analysis techniques using the Statistical Package for the Social Sciences (SPSS) IMB version 27 test tool software. The results of this study indicate that price does not have a significant effect on purchasing decisions, product variation has a significant effect on purchasing decisions, service quality has a significant effect on purchasing decisions, ease of payment has a significant effect on purchasing decisions, convenience does not have a significant effect on purchasing decisions.

Keywords: Price, Product Variation, Service Quality, Ease of Payment, Convenience and Purchasing Decisions


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References


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