Research Article
Decision To Buy In The Pusat Grosir Surabaya: The Effect of Price and Product Diversity
@INPROCEEDINGS{10.4108/eai.13-2-2019.2286555, author={Mei Indrawati and Woro Utari}, title={Decision To Buy In The Pusat Grosir Surabaya: The Effect of Price and Product Diversity}, proceedings={Proceedings of the 1st International Conference on Business, Law And Pedagogy, ICBLP 2019, 13-15 February 2019, Sidoarjo, Indonesia}, publisher={EAI}, proceedings_a={ICBLP}, year={2019}, month={10}, keywords={price product diversity and buying decisions}, doi={10.4108/eai.13-2-2019.2286555} }- Mei Indrawati
Woro Utari
Year: 2019
Decision To Buy In The Pusat Grosir Surabaya: The Effect of Price and Product Diversity
ICBLP
EAI
DOI: 10.4108/eai.13-2-2019.2286555
Abstract
The purpose of this study is: to analyze the effect of price factors and product diversity both partially and simultaneously on buying decisions at the Pusat Grosir Surabaya (PGS), as well as to analyze the price and product diversity that have a dominant influence on buying decisions at the Pusat Grosir Surabaya (PGS). This study uses the independent variable (Independent variable) which consists of variable prices and product diversity. The decision to buy products at PGS is a Dependent variable. The analytical model used to test and prove the hypothesis in this study uses Multiple Linear Regression. The F test is carried out to determine the effect of independent variables simultaneously. The t test is carried out to determine the effect of partial independent variables. To find out which independent variable is the dominant influence on the dependent variable by looking at the largest regression coefficient. Based on the results of regression analysis, the regression coefficients of all independent variables obtained have a probability value (sig) smaller than 0.05, which means that partially the price variable and product diversity influence the decision to buy products at PGS. The dominant variable influencing the decision to buy products at PGS is the price variable. The probability of the value (sig) of the F test in this study = 0,000 <0,05, thus the variable price and product diversity simultaneously influence the decision to buy products at PGS.
