Pengaruh Harga, Promosi, Pelayanan, Lokasi, Tata Letak Produk Dan Kelengkapan Produk Terhadap Keputusan Berbelanja (Studi Kasus Pada Konsumen Swalayan Sinar Mas– Kab. Ende-NTT)

Abstract

This study examines and analyzes the effect of price, promotion, service, location, product layout and product completeness partially or simultaneously on shopping decisions. The purpose of this study was to determine the effect of price on shopping decisions, promotions on shopping decisions, services on shopping decisions, location on shopping decisions, product layout on shopping decisions, and product completeness on shopping decisions at Sinar Mas supermarket consumers, Kab-Ende- NTT. The sampling technique used was the Accidental Sampling Method with the criteria for students aged 15 to 55 years with a specified number of respondents as many as 99 people. The analytical method used is multiple linear regression analysis. Based on the research results, partially the price, promotion, service, location, product layout and product completeness simultaneously have a significant effect on shopping decisions. Price, service, location, product layout and product completeness partially have a significant effect on shopping decisions. Promotion partially does not have a significant effect on shopping decisions.

 

Keywords. Price, Promotion, Service, Location, Product Layout, Product Completeness, Shopping Decision.