Pengaruh Kelengkapan Produk, Harga Dan Lokasi Terhadap Keputusan Pembelian Pada Toko Pertanian UD Eka Tani Ngronggot Kabupaten Nganjuk
DOI:
https://doi.org/10.59603/niantanasikka.v1i5.166Keywords:
Product completeness, price, location, purchasing decisionsAbstract
In the modern era, the economy is experiencing rapid development in the business sector. With this, many companies have sprung up operating in the sales sector. This in the business world results in very tight competition because every company basically wants to be successful in the business it runs. Agricultural shops are one of the businesses whose target is the agricultural sector, because the majority of people in the Nganjuk area work as farmers. Even though in the Nganjuk Regency area there are many competitors in the agricultural sector, every consumer has reasons for their purchasing decisions because price and location can also influence purchasing decisions. Maintaining consumers to continue shopping at this agricultural shop is a way to maintain the company's survival. In order for agricultural shops to be able to keep consumers shopping at agricultural shops, the company approaches consumers to find out consumer needs and desires.
This research aims to find out the influence of product completeness, price and location on purchasing decisions at the UD Eka Tani Ngronggot Agricultural Shop, Nganjuk Regency. The analysis techniques used are validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, hypothesis testing. The population in this study was 183 people and the sample used was 126 respondents using the Slovin formula.
The results of research at the UD Eka Tani Ngronggot Agricultural Shop, Nganjuk Regency show that product completeness, price and location have a significant influence on purchasing decisions. These results are proven by the calculated F value of 5,548 with a significance of 0.001. The significance value is smaller than 0.050 (0.001 > 0.050).
References
Arianto, N. (2020). Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian. Jurnal Pemasaran Kompetitif, 3(2), 12. https://doi.org/10.32493/jpkpk.v3i2.4075
Creswell, J. W. (2015). A Concise Introduction to Mixed Methods Researh. United States of America : Sage Publication.
Ghozali, H. I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. In Statistik Deskriptif Dan Regresi Linier Berganda Dengan SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Halin, H. (2018). Pengaruh Kualitas Produk Terhadap Kepuasan Pelanggan Semen Baturaja di Palembang Pada PT Semen Baturaja (Persero) Tbk. Jurnal Ecoment Global, 2. https://doi.org/https://doi.org/10.35908/jeg.v3i2.477
Igir, F. G., Tampi, J. R. ., & Taroreh, H. (2018). Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Mobil Daihatsu Grand Max Pick Up (Studi Pada PT. Astra International Tbk Daihatsu Cabang Malalayang). Jurnal Pemasaran Kompetitif, 3(2), 12. https://doi.org/10.32493/jpkpk.v3i2.4075
Kotler, P. (2011). Philip Kotler’s Contributions to Marketing Theory and Practice. In N. K. Malhotra (Ed.), Review of Marketing Research: Special Issue – Marketing Legends (Vol. 8, pp. 87–120). Emerald Group Publishing Limited. https://doi.org/10.1108/S1548-6435(2011)0000008007
Purba, D. S., Tarigan, W. J., Sinaga, M., & Tarigan, V. (2021). Pelatihan Penggunaan Software SPSS Dalam Pengolahan Regressi Linear Berganda Untuk Mahasiswa Fakultas Ekonomi Universitas Simalungun Di Masa Pandemi Covid 19. Jurnal Karya Abadi, 5, 5–24.
Purnama, N. I., Nasution, M. F. H., & Astuti, R. (2022). Pengaruh Harga Kelengkapan Produk Dan Lokasi Terhadap Kepuasan Konsumen Di 212 Mart. Jurnal AKMAMI (Akuntansi Manajemen Ekonomi), 3(1), 74–86. https://ceredindonesia.or.id/index.php/akmami/article/view/564
Purwantoro, P. (2019). Pengaruh Pemilihan Tata Letak Produk, Harga Dan Kelengkapan Produk Terhadap Keputusan Pembelian Pada Swalayan Grace Mart Bangun Jaya. Hirarki : Jurnal Ilmiah Manajemen Dan Bisnis, 1(2), 12–17. https://doi.org/10.30606/hirarki.v1i2.189
Rahadhini, M., Pramono, H., & Susanti, R. (2022). Pengaruh Kualitas Pelayanan, Kelengkapan Produk, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian. Jurnal Ekonomi Dan Kewirausahaan, 21(3), 211–219. https://doi.org/10.33061/jeku.v21i3.6867
Rivaldo, Y., & Yusman, E. (2021). Pengaruh Physical Evidence , Promosi Dan Lokasi Terhadap Keputusan Pembelian Sanford Pada. Jurnal As-Said. LP2M. Institut Agama Islam Abdaullah Said Batam, 1(1), 13. http://e-journal.institutabdullahsaid.ac.id/index.php/AS-SAID/article/view/7.
Sanaky, M. M. (2021). Analisis Faktor-Faktor Keterlambatan Pada Proyek Pembangunan Gedung Asrama Man 1 Tulehu Maluku Tengah. Jurnal Simetrik, 11(1), 432–439. https://doi.org/10.31959/js.v11i1.615
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta.
Sujarweni, V. W., & Utami, L. R. (2019). The Master Book Of SPSS. Anak Hebat Indonesia.
Sunyoto, D. (2012). Konsep Dasar Riset Pemasaran & Perilaku Konsumen. Yogyakarta : CAPS
Susanti, N. K. D., Susanti, P. H., & Suputra, G. A. (2021). Pengaruh Lokasi, Kelengkapan Produk, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Alfamart Blahkiuh Di Kabupaten Badung. Widya Amrita, 1(1), 144–163. https://doi.org/10.32795/widyaamrita.v1i1.1162
Swastha, B., & Irawan. (2014). Manajemen Pemasaran Modern. Yogyakarta : Liberty.
Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta : Andi Offset.
Wahyudi, I. (2018). Analisis Faktor-Faktor Yang Mempengaruhi Pemilihan Lokasi Dalam Kesuksesan Usaha Jasa Mikro-Kecil Di Sekitar Kampus Uin Alauddin Makassar. 53(9), 1689–1699.
Xian, Li, G., & dkk. (2011). Pengaruh Citra Merek, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal : Manajemen Dan Keuangan Unsam.
Yam, J. H., & Taufik, R. (2021). Hipotesis Penelitian Kuantitatif. Perspektif : Jurnal Ilmu Administrasi, 3(2), 96–102. https://doi.org/10.33592/perspektif.v3i2.1540