Pengaruh Persepsi Harga, Keragaman Produk, Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Di Minimarket Al Khaibar

Abstract

Abstract

This investigation seeks to examine the influence of price perception, product variety, and consumer trust upon purchasing decisions within the context of Al Khaibar Minimarket at Universitas Islam Malang (UNISMA). The study adopts a quantitative research design utilizing a survey technique. Information was gathered via questionnaires administered to 70 individuals who had previously transacted at Al-Khaibar Minimarket UNISMA. The analytical procedure involved multiple linear regression, facilitated by SPSS software. Findings reveal that, individually, price perception and consumer trust exert no significant influence on purchasing decisions. Conversely, product variety demonstrates a significant impact. Nevertheless, when considered together, price perception, product variety, and consumer trust collectively exhibit a significant effect on purchasing decisions. These outcomes suggest that product completeness and variety serve as the primary determinants of consumer purchasing decisions at Al-Khaibar Minimarket UNISMA, whereas price and consumer trust are regarded as standard considerations.

Keywords: Price Perception, Product Variety, Consumer Trust, Purchasing Decision.