Effect of Product Variations and Price Discounts on Purchasing Decisions at Alya Griya Busana Store
Keywords:
Purchase Decisions, Price Discounts, Product Variations.Abstract
Alya Griya Busana Store operates and focuses on selling clothing with a wide selection of products. The Alya Griya Busana store also implements a discount strategy. This research aims to analyze the influence of product variations and price discounts partially or simultaneously on purchasing decisions at the Alya Griya Busana Store. The research method used was quantitative with data collection techniques through questionnaires and using the Cochran formula to determine the sample size, by selecting 100 respondents who were customers of the Alya Griya Busana Shop. The results of the analysis show that product variations and price discounts have a partially significant effect on purchasing decisions. Simultaneously, product variations and price discounts have a significant influence on consumer purchasing decisions at the Alya Griya Busana Store. The conclusion of this research is that both product variations and price discounts have a dominant role in influencing consumer purchasing decisions at the Alya Griya Busana Store.
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