Pengaruh Keanekaragaman Produk Dan Harga Terhadap Keputusan Pembelian Dengan Kualitas Produk Sebagai Variabel Moderasi Pada Pujasera Di Desa Bandar Agung Lampung Tengah
Year: 2024
Type: article
Study design: Observational Study
Abstract: This research aims to determine whether there is an influence of product diversity and price on purchasing decisions in a diverse snack center. It also aims to examine the moderating effect of product quality on the relationship between consumers' purchasing decisions in the diverse snack center. This research adopts a quantitative approach, with a sample size of 60 respondents. Data collection is conducted through questionnaires, and data analysis includes Validity Test, Reliability Test, Normality Test, Linearity Test, Homogeneity Test, Multiple Regression Analysis (MRA), t-test, R-squared test, and Hypothesis Testing. The data is processed using SPSS version 25. The research findings are as follows: 1. Product diversity has a positive influence on purchasing decisions. 2. Price has a negative influence on purchasing decisions. 3. Product diversity, moderated by product quality, has an acceptable value and a positive influence on purchasing decisions. 4. Price, moderated by product quality, has an acceptable value and a positive influence on purchasing decisions.
Source: Jurnal Manajemen DIVERSIFIKASI
Institution: Universitas Muhammadiyah Metro
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405436485