Influence of Price and Product Variety on Purchasing Decisions at Kedai HR Talang Serut Blitar
Keywords:
Price, Product Variety, Purchasing DecisionsAbstract
Sales at Kedai HR Talang Serut from January to March 2025 decreased, indicating a change in consumer behavior, leading to increased selectiveness in comparing prices and product variations before purchasing. This study aims to analyze the influence of price and product variations on purchasing decisions, both partially and simultaneously. The research method uses a quantitative approach by distributing questionnaires. The study population includes all consumers of Kedai HR Talang Serut using a nonprobability sampling technique through accidental sampling. The number of samples was determined using the Cochran formula, resulting in 97 respondents. The results of the analysis show that price does not have a significant effect partially on purchasing decisions, while product variations have a significant effect on purchasing decisions. Simultaneously, price and product variations have a significant effect on consumer purchasing decisions at Kedai HR Talang Serut. The conclusion in this study is that product variations have a dominant role in influencing consumer purchasing decisions at Kedai HR Talang Serut, while price only has an effect when combined with other factors.
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