EFFECT OF COMPLETENESS OF PRODUCT, LOCATION, AND PRICE ON DECISION OF PURCHASE ON MINIMARKET IN REGION OF TEMBALANG CITY OF SEMARANG

Abstract

This study aims to determine whether the completeness of products, locations and prices affect the purchase decision at the minimarket Tembalang Semarang City and analyze the most dominant factor in influencing purchasing decisions in the minimarket Tembalang Semarang City. The population in this research is the minimarket consumer of Tembalang. Samples taken as many as 50 respondents by using purposive random sampling technique. The results showed that the completeness of the product, location and price have a positive and significant influence on the purchase decision.
Based on the analysis of statistical data, the indicators in this study are valid and the variables are reliable. In the classical assumption test, the normal model. The individual sequence of each of the least influential variables is the location. The author's suggestion is to improve purchasing decisions by enhancing product diversity, pricing, and strategic location selection.
Keywords: Product Completeness, Location, Price, Purchase Decision.