Pengaruh Citra Toko Dan Variasi Produk Terhadap Keputusan Pembelian Pada Toko Dupa Bunga Wangi Di Sibang Gede
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Citra Toko, Variasi Produk, Keputusan PembelianAbstract
Purchasing decisions are the process by which consumers choose and determine which products to purchase based on certain considerations. This study aims to determine the effect of store image and product variety on purchasing decisions at the Bunga Wangi Incense Store in Sibang Gede. The study was conducted on consumers of the Bunga Wangi Incense Store with a sample of 99 respondents. The sampling technique used Accidental Sampling, while the data collection method was carried out through questionnaires. The collected data were then analyzed using multiple linear regression analysis techniques. The results of the study indicate that store image and product variety, both simultaneously and partially, have a positive and significant effect on purchasing decisions at the Bunga Wangi Incense Store in Sibang Gede. The implication of this study is that the Bunga Wangi Incense Store needs to continue to improve its store image by maintaining product quality and reputation, as well as increasing product variety according to consumer needs, in order to improve purchasing decisions and maintain competitiveness amidst increasingly fierce incense business competition
References
Ariella, Rizqullah Irfan. 2018. “‘Pengaruh Kualitas Produk, Harga Produk Dan Desain Produk Terhadap Keputusan Pembelian Konsumen Mazelnid.’” PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, vol. 3, no. 2, hal. 215–21.
Asia, Nur. 2023. “Pengaruh Kualitas Produk, Harga, Dan Brand Awareness Terhadap Keputusan Pembelian Produk Merek Scarleet Di Kabupaten Mamuju.” Jurnal Ilmiah Ilmu Manajemen, vol. 2, no. 1, hal. 76–90.
Astuti, Ni Luh Gde Sari Dewi, et al. 2021. “Pengaruh Brand Image Dan Brand Awareness Lazada Terhadap Keputusan Pembelian Online.” E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, vol. 10, no. 10, 2021, p. 897, https://doi.org/10.24843/eeb.v10.i10.p07.
Clardy, Alan. 2012 “Organizational Reputation: Issues in Conceptualization and Measurement.” Corporate Reputation Review, vol. 15, no. 4, hal. 285–303, https://doi.org/10.1057/crr.2012.17.
Dion, Mohamad, et al. “Pengaruh Sales Promotion Terhadap Keputusan Pembelian (Studi Kasus Pada Mitra Elektronik Superstore Kota Gorontalo).” Jambura, vol. 3, no. 1, 2020, p. 22.
Effect, T. H. E., et al. 2023. “Pengaruh Beauty Influencer Dan Perceived Price Fairness Terhadap Keputusan Pembelian Produk Skincare.” Jurnal Aplikasi Bisnis Dan Manajemen, vol. 9, no. 1, hal. 305–17, https://doi.org/10.17358/jabm.9.1.305.
Harianto, Adelia Okta, and Nikma Yucha. 2022. “Pengaruh Digital Marketing Dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Kecantikan Di E- Commerce Shopee Pada Mahasiswa Umaha.” IQTISHADequity Jurnal MANAJEMEN, vol. 4, no. 1, hal. 40, https://doi.org/10.51804/iej.v4i1.1663.
Kaawoan, Nilly Yuliani. 2022.“Pengaruh Keragaman Produk, Presepsi Harga, Dan Strategi Promosi Terhadap Keputusan Pembelian Konsumen (Studi Pada Produk Minimal Ladies Di Matahari Megamall Manado).” Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, vol. 10, no. 2, hal. 510, https://doi.org/10.35794/emba.v10i2.40049.
Lesmana, Rosa, and Suci Dara Ayu. 2019 “Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Kosmetik Wardah Pt Paragon Tehnology and Innovation.” Jurnal Pemasaran Kompetitif, vol. 2, no. 3, hal. 59, https://doi.org/10.32493/jpkpk.v2i3.2830.
Linda, Nurcahyati. 2019. Pengaruh Persepsi Harga Dan Promosi Terhadap Keputusan Pembelian Pada Pt.Ikapharmindo Putramas Semarang. no. 2, hal. 1– 23.
Rosa Indah, Dewi, et al. 2020 “Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Hand and Body Lotion Vaseline (Studi Kasus Pada Mahasiswa Universitas Samudra).” Jurnal Samudra Ekonomi Dan Bisnis, vol. 11, no. 1, hal. 83–94, https://doi.org/10.33059/jseb.v11i1.1983.
Yuliana, Indah, et al. 2022. “Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Konsumen.” Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, vol. 5, no. 6, hal. 2450–66, https://doi.org/10.47467/alkharaj.v5i6.2338.
Zahra, Atika. 2017 Pengaruh Kualitas Pelayanan, Persepsi Harga Dan Citra Merek Terhadap Kepuasan Pelanggan Pengguna Jasa Transportasi Ojek Online (Studi Pada Pelanggan Gojek Di Kota Yogyakarta), hal.1–476.
