Fidela, Gian
(2021)
Pengaruh Keragaman Produk Dan Lokasi Terhadap Keputusan Pembelian Konsumen Nadhira Napoleon Pekanbaru (survei Pada Konsumen Toko Oleh Oleh Nadhira Napoleon Outlet Pusat Jendral Sudirman).
Other thesis, Universitas Islam Riau.
Abstract
(A Survey on Customers in the Central Outlet of Nadhira Napoleon Food Store on Jendral Sudirman) ABSTRACT By: Gian Fidela This study aims to analyze the influence of product diversity and location on purchase decision of Nadhira Napoleon Pekanbaru customers (a survey on customers in central outlet of Nadhira Napoleon food store on Jendral Sudirman). The type of this study was descriptive quantitative. The population in this study were customers of Nadhira Napoleon central outlet located at Jl. Jendral Sudirman No. 177 Pekanbaru with the sample of 30 respondents. The sampling technique used incidental technique. The primary data were collected by using questionnaires. Later on, the secondary data were collected by doing interview, observation and documentation. The data analysis included validity test, reliability, multiple linear regression, hypothesis test through T test and F test, and the coefficient of determination (R2). The results of the analysis of this study indicated that: (1) The total score for the product diversity variable was 1.428, included in the strongly agree category. (2) The total score for the location variable was 1.765, included in the strongly agree category. (3) The total score for the purchase decision variable was 1.656, included in the strongly agree category. (4) There was a positive and partially significant influence between product diversity and purchase decision with a regression coefficient value of 0,753, the value of Tcount was 5,257 > Ttable was 2,048 and the significance value was 0,000 < 0,05. (5) There was a positive and partially significant influence between location and decision with a regression coefficient value of 0,376, the value of Tcount was 4,358 > Ttable was 2,048 and the significance value was 0,000 < 0,05. (6) There was a positive and simultaneously significant influence between product and location diversity on customers' purchase decision with the result of Fcount of 84,952 > Ftable 4,18 and the significance value was 0,000 < 0,05. (7) Based on the results of determination coefficient analysis (R2) the variable of product and location diversity gave an influence of 0,853 or 85,3% on customers' purchase decision of Nadhira Napoleon Pekanbaru. The remaining of 14,7% was influenced by other variables not examined in this study.
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