EFFECT OF PRICE , PRODUCT OF VARIATION AND LOCATION OF BUYING DECISIONS IN MINIMARKET INDOMARET JL TIMOHO TEMBALANG SEMARANG

Abstract

Development of society in a globalized world is very rapid, especially in economics and business. People are starting to view that time becomes an important item and will try to save all activities included in the meet daily needs. Thus, they would prefer to spend their daily needs to a close and complete that in the modern market.

This research examined the effect of pricing, product variety and location of the purchasing decisions in Indomaret minimarket on Jl. Timoho Tembalang. Respondents in this study is consumers who shop at the mini Indomaret at Jl. Timoho Tembalang. The number of respondents of this study is 249 samples used in this study adalag purposive random sampling, whereas to determine the relationship between variables the authors use the method of calculation analysis of the validity and reliability, and multiple linear regression analysis with analysis tools SPSS version 19.0.

The results showed Based on the results of linear regression analysis of variables Price t count equal to 4,501 with significant value for the regression coefficient 0.000 X1 or smaller than alpha of 0.05 (5%). Then the null hypothesis (H0) in this study refused and accept alternative hypothesis (Ha). So we can conclude that the price variable positive and significant influence on purchasing decisions, meaning variable price will be significant positive effect on purchase decision. Product Variations tcount of 3.678 with a significance value for the regression coefficient of 0.008 X2 or smaller than alpha of 0.05 (5%). Then the null hypothesis (H0) in this study refused and accept alternative hypothesis (Ha). So it can be concluded that the Product Variations positive and significant impact on the purchase decision, it means Product Variations will affect the purchase decision, variable location t count equal to 8.275 with a significance value for the regression coefficient X3 0,000 or greater than alpha of 0.05 (5%). Then the null hypothesis (H0) in this study received and reject the alternative hypothesis (Ha).

Keywords: Price, Product Variations. Location, Purchase Decision