THE INFLUENCE OF PRODUCT QUALITY, PRICE, AND LAYOUT ON CONSUMER PURCHASE DECISIONS AT THE SHADE OF THE EQUATOR STORE IN JEMBER REGENCY
DOI:
https://doi.org/10.36085/jamekis.v8i3.8091Abstrak
Salah satu perkembangan usaha yang cukup menjanjikan di era saat ini adalah usaha ritel. Industri ritel merupakan industri yang melakukan kegiatan penjualan produk dan jasa dengan memberikan nilai tambah untuk memenuhi kebutuhan perorangan, keluarga, kelompok, atau pengguna akhir. Produk yang dijual pada usaha ritel sebagian besar berguna untuk memenuhi kebutuhan rumah tangga. Semakin berkembangnya industri ritel memberikan kontribusi yang besar terhadap Produk Domestik Bruto (PDB). Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas produk, harga, dan tata letak terhadap keputusan pembelian konsumen pada toko Rindang Khatulistiwa di Jember. Jenis penelitian ini menggunakan metode kuantitatif dengan jumlah sampel 100 responden dan menggunakan Teknik Non Probability Sampling dengan pendekatan purposive sampling dengan bantuan kuesioner sebagai alat utama dalam pengumpulan data responden. Teknik analisis data penelitian ini menggunakan uji instrumen, asumsi klasik, regresi linier berganda, hipotesis dan koefisien determinasi. Hasil analisis yang diperoleh menunjukkan bahwa kualitas produk, harga, dan tata letak berpengaruh positif dan signifikan secara parsial terhadap keputusan pembelian konsumen pada toko Rindang Khatulistiwa di Jember dengan tingkat kontribusi sebesar 85%.
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