Pengaruh Harga, Keragaman Produk, dan Store Atmosphere terhadap Minat Beli Konsumen
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Prices, Variety of Products, Store Athmosphere , Purchase InterestAbstract
This study was conducted among consumers of Kreneng Traditional Market in the Denpasar area. The research population consisted of consumers from Kreneng Traditional Market, and 85 respondents were chosen through the purposive sampling technique. The data collection involved the application of quantitative methods, with a focus on disseminating questionnaires and conducting analysis through SPSS data analysis techniques. The results reveal the following insights: (1) Price exhibits a positive and significant influence on consumer purchasing interest. (2) The variety of essential products has a positive and significant effect on consumer purchasing interest. (3) The ambiance within the store positively and significantly influences consumer purchasing interest. (4) The combined influence of price, variety of staple products, and store atmosphere is positive and significant on consumer purchasing interest. In light of these findings, it is recommended that the Kreneng Traditional Market focus on maintaining product quality, ensuring product availability at competitive prices, and enhancing consumer shopping experience through cleanliness, lighting, and spatial arrangement.
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