PENGARUH LOKASI DAN KELENGKAPAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI TOKO ERAMART LOA BAKUNG SAMARINDA

Abstract

This study aims to determine and analyze the effect of Location, and Product Completeness on Consumer Purchasing Decisions at Eramart Loa Bakung Samarinda Store. The theoretical basis used in this study includes location and product completeness on consumer purchasing decisions.

This research was conducted on Samarinda consumers who shop at the Eramart Loa Bakung store, the population of this study used the unknown population category and the sample taken was 96 respondents with a non-probability sampling method with sampling techniques using unknown population. Data collection was carried out by distributing questionnaires from google form using a linkert scale to measure each indicator. The analytical tool used in this study is multiple linear regression using the SPSS statistical program tool.

The results of this study indicate that 1). Location has a positive and significant effect on consumer purchasing decisions at the Eramart Loa Bakung Samarinda store, 2). Product completeness has a positive and significant effect on purchasing decisions at Eramart Samarinda stores. 3). Location and Product Completeness have a positive and significant effect together on consumer purchasing decisions at the Eramart Loa Bakung Samarinda store.