The Effect of Product Diversification on Purchase Decisions
Abstract
Amanah Souvenir Center Blitar City is a shop that provides processed snack products in the form of snacks including opak gambir, mongso honey, geti etc. This research aims to determine whether product diversification has an influence on consumer purchasing decisions at the Amanah Souvenir Center in Blitar City. In this paper, a survey research method is used with a quantitative research approach and data management software, namely Statistical Product and Service Solution (SPSS) version 16.0. The data was collected by distributing questionnaires or questionnaires to the respondents and the hypothesis analysis technique was carried out using the partial test method or t-test to 60 respondents. Based on a series of analysis and testing shows that for testing with t-test obtained a value of 0.009. In the t-test obtained a value of less than 0.05it can be interpreted that there is a positive and significant influence between product diversification on consumer purchasing decisions at the Amanah Souvenir Center Store in Blitar City.
Downloads
References
Budiantara, N. dan Zulfikar. (2014). Manajemen Riset dengan Pendekatan Statistika. Yogyakarta: CV Budi Utama.
Ghozali, I. (2016). Aplikasi Analisis Multivariete dengan Program IBM SPSS 23 . Semarang: Badan Penerbit Universitas Diponegoro.
Gujarati. (2012). Dasar-dasar Ekonometrika. Jakarta: Salemba Empat.
Kotler, P. dan Amstrong, G. (2016). Dasar-dasar Pemasaran. Jakarta: Erlangga.
Santoso, T. (2011). Marketing Strategic: Meningkatkan Pangsa Pasar dan Daya Saing. Jakarta: Oryza.
Siregar, S. (2013). Metode Penelitian Kuantitatif dilengkapi dengan Perbandingan Perhitungan Manual dan SPSS. Jakarta : Prenada Media Group.
Sugiyono. (2014). Metode Penelitian Manajemen. Bandung : Alfabeta.
Suryani dan Hendriyadi. (2015). Metode Riset Kuantitatif, Teori dan Aplikasi pada Penelitian Bidang Manajemen dan Ekonomi Islam. Jakarta: Prenada Media Group.
Copyright (c) 2022 JARES (Journal of Academic Research and Sciences)
![Creative Commons License](http://i.creativecommons.org/l/by-sa/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Copyright on any article is retained by the author(s).
- Author grant the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License