PENGARUH KERAGAMAN BARANG, PERSEPSI FASILITAS, HARGA DAN LOKASI TOKO TERHADAPA KEPUTUSAN BERBELANJA PADA CITRA SWALAYAN PADANG

Abstract

This study aims to prove that the diversity of goods, facilities perception, price and location
of stores positive and significant impact on purchasing decisions on jl self image. Anadalas
Padang. In this study, the number of samples used is 100 people for consumer respondents
that made a purchase in the Self Image Jl. Andalas Padang. Determination of the sample
using a quota sampling. The type of data used are primary data, obtained through
questionnaires to the respondents who memenugi criteria. In this study using two types of
variables: independent variables consisting of a diversity of goods, facilities perception, price
and location of stores, while the dependent variable is the consumer purchase decision in
Citra Swalyan Jl. Anadalas Padang. Hypothesis testing is done with a multiple linear
regression model and t-test. based on the results of hypothesis testing facility and found that
the price perceptions of positive and significant impact on consumer purchasing decisions,
while the diversity of goods and the location variable is not positive and significant impact on
consumer purchasing decisions in Citra Swalayan jl. Andalas Padang.
Kata kunci : keragaman barang, persepsi fasilitas, harga dan lokasi terhadapa keputusan