The Effect of Price and Product Diversity for Purchase Decisions

  • Novita Putri Diantanti Universitas Islam Balitar
  • Fandu Dyangga Pradeta Universitas Islam Balitar
  • Vani Natasya Universitas Islam Balitar
https://doi.org/10.35457/translitera.v11i2.2476
Abstract views: 373 , PDF downloads: 433
Keywords: Purchasing Decisions, Price, Product Diversity

Abstract

The automotive world has its own value for its customers so that many open Showroom businesses, one of which is the Putri Motor Showroom which is a place to buy and sell used cars that are crowded with consumers' interest. Seeing the crowded Putri Motor Showroom is the reason this research was conducted to see the influence of price and product diversity on purchasing decisions at the Putri Motor Showroom. The research approach is through quantitative, because it aims to prove the hypothesis with instruments that become a research tool carried out through survey methods. The research was carried out at the Putri Motor Showroom which was addressed in Garum District, Blitar Regency by distributing questionnaires. In this study, customers at the Putri Motor Showroom with a total of 36 people for one year were sampled. It is known that the results of research on price variables and product diversity both partially and simultaneously influence the purchase decision at the Putri Motor Showroom.

References

Arikunto, Suharsimi. (2006). Prosedur Penelitian Suatu Pendekatan Praktik Edisi Revisi VI. Jakarta : Rineka Cipta.
Ghozali, Imam. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang : Badan Penerbit Universitas Diponegoro.
Kotler, Philip dan Gerry Amstrong. (2016). Dasar-dasar Pemasaran. Jakarta: Erlangga.
Kurniawan, Albert. (2014). Metode Riset Untuk Ekonomi dan Bisnis. Bandung: Alfabeta.
Santoso, Singgih. (2020). Panduan Lengkap SPSS 26. Jakarta: Elex Media Komputindo.
Sugiyono. (2012). Metode Penelitian Bisnis. Bandung: Alfabeta.
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

PlumX Metrics

Published
2022-09-25
How to Cite
Diantanti, N. P., Pradeta, F. D., & Natasya, V. (2022). The Effect of Price and Product Diversity for Purchase Decisions. Translitera : Jurnal Kajian Komunikasi Dan Studi Media, 11(2), 73-80. https://doi.org/10.35457/translitera.v11i2.2476
Issue
Vol. 11 No. 2 (2022): September 2022
Section
Articles

Copyright (c) 2022 Translitera : Jurnal Kajian Komunikasi dan Studi Media

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Copyright on any article is retained by the author(s).
  2. 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.
  3. 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.
  4. 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.
  5. The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License