Analysis Of The Effect Of Product Diversity On Consumer Buying Decision At The Borma Department Store in Bandung

  • Gina Nurlatipah Perawati Al Bukhori Politeknik Negeri Bandung
Keywords: Retail, Product diversity, Consumer buying interest

Abstract

This study aims to determine the effect of product diversity on consumer purchasing decisions in the city of Bandung, Indonesia. Respondents came from consumers who bought their various needs at the modern market closest to their place of residence, namely the Toserba Borma, Bandung City. This study uses quantitative descriptive methods, validity and reliability tests, normality tests, and data analysis using simple linear regression. The sample in this study was 113 respondents. Data was collected by distributing questionnaires to respondents who met the criteria. The results showed that the diversity of products in Borma, Bandung City is very significant on the buying interest of Borma consumers. This means product diversity can improve purchasing decisions.

 

 

References

Arbain, P., Wahab, Z., & Widiyanti, M. (2020). Pengaruh Consumer Online Rating Dan Review Terhadap Keputusan Pembelian Pada Penggunan Market Place Tokopedia. Journal Business and Management.

BPS. (2019). PASAR MODERN DI KOTA BANDUNG 2019. Badan Pusat Statistik Kota Bandung. https://bandungkota.bps.go.id/statictable/2020/05/13/281/jumlah-pasar-modern-di-kota-bandung-2019.html

Chaniago, Harmon., Mulyawan, Iwan., Suhaeni, Tintin & Jumiyani, Rahil. 2019. Faktor Kunci Keberhasilan Ritel Modern di Indonesia. Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis. Vol 7(2).

Chaniago, Harmon. (2020). Analisis Kualitas Pelayanan, Kualitas Produk, dan Harga pada Loyalitas Konsumen Nano Store. International Journal Administration, Business and Organization. Vol. 1 (2), 59-69

Chaniago, Harmon. (2021a). Manajemen Ritel & Implementasinya. Bandung: Edukasi Riset Digital PT

Chaniago, Harmon (2021b). Understanding purchase motives to increase revenue growth: A study of nanostores in Indonesia. Innovative Marketing , 17(4), 1-12. doi:10.21511/im.17(4).2021.01

Cantika Putri, T., & Gunawan, C. (2021). Pengaruh Keragaman Produk Dan Kepercayaan Terhadap Minat Beli Online Saat Pandemi Covid 19. JURNAL EKONOMI, MANAJEMEN, BISNIS DAN SOSIAL, 01. https://embiss.com/index.php/embiss/article/view/8/8

Efawati, Yen. (2020). Making Sense Of The “Product Attributes” Trends: A Review Of Consumers Drink

Choice Behavior And Industry Implications. International Journal Administration, Business and Organization. Vol. 1 (2), 28-37.

Firda, I. (2016). “Keputusan Pembelian Online ( Pada Mahasiswa Fakultas Ekonomi Un Pgri Kediri ).” Artikel Skripsi Universitas Nusantara PGRI Kediri (76). Universitas Nusantara PGRI.

Gursida, H., & Harmon. (2017). Metode Penelitian Bisnis dan Keuangan Konsep dan Implementasinya. paspi.

KEPPRES. (2017). Keputusan Presiden (KEPPRES) tentang Perubahan Atas Keputusan Presiden Nomor 96 Tahun 2000 Tentang Bidang Usaha Yang Tertutup Dan Bidang Yang Terbuka Dengan Persyaratan Tertentu Bagi Penanaman Modal. Jaringan Dokumentasi Dan Informasi Hukum BPK Republik Indonesia, 3.

Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran.

Lestari, P., & Saifuddin, M. (2020). Implementasi Strategi Promosi Produk Dalam Proses Keputusan Pembelian Melalui Digital Marketing Saat Pandemi COVID’19. Jurnal Manajemen Dan Inovasi (MANOVA), Volume 3 N.

Levy, P. S., & Lemeshow, S. (2013). Sampling of Populations: Methods and Applications (4th ed.). John Wiley & Sons.

Mahdi Arsyanti, N., & Tri Astuti, S. R. (2016). Analisis Pengaruh Kualitas Produk, Kualitas Layanan danKeragaman ProdukTerhadapKepuasan PelangganSertaDampaknya Terhadap Minat Beli Ulang. Dipenogoro Journal Og Management, 5, 1–11.

Nurhadi. (2019). Manajemen Strategi Pemasaran Bauran (Marketing Mix) Perspektif Ekonomi Syariah. Human Falah, 14.

Priansa. (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer. Alfabeta. https://id.wikipedia.org/wiki/Budaya_organisasi

Rispiana, A. T. (2019). Pengaruh Keragaman Produk Dan Harga Terhadap Keputusan Pembelian Konsumen Toserba Borma. UNPAS.

S.A, M., & Daniaty, F. (2017). Pengaruh Harga, Pelayanan, Lokasi, Dan Keragaman Produk Terhadap Keputusan Pembelian Pada Hypermart Puri Indah Di Jakarta Barat. Jurnal Ekonomi, XXII, No., 124–131. http://journal.ecojoin.org/index.php/EJE/article/view/186/181

Sartika, F., & Abdillah, L. (2021). Identifikasi Segmentasi Demografi, Psikografis dan Dampaknya pada Keputusan Pembelian. International Journal Administration, Business & Organization, 1, 49–55.

Serba Bandung. (2021). Borma Toserba, Berawal di Jalan Dakota Menyebar ke Mana-mana. Wordpress. https://www.serbabandung.com/borma-toserba/

Sopiah, & Sangadji, E. M. (2016). Salesman Kepenjualan. Jakarta: Bumi Aksara.

Ulumudin, M. I. (2019). Pengaruh Persepsi Harga, Persepsi Keragaman Produk, Dan Persepsi Kualitas Produk Terhadap Loyalitas Pelanggan Di UD. Fadilah Steel Tegal. Universitas Trisakti Pancasila.

Wu, Y., Chen, H., & Wang, H. (2019). The Influence of Product Diversity on Consumers’ Impulsive Purchase in Online Shopping Environment. American Journal of Industrial and Business Management (2019), 19 No. 3.

Zikrurrahman, F., M. Naufal, R., & Chaniago, H. (2021). The Effect of Product Completeness and Pricing on Consumer Purchase Decisions at Nano Stores During the COVID-19 Pandemic in Bandung Regency, Indonesia. International Journal Administration, Business & Organization, 2, 8.

Published
2022-04-29
How to Cite
Al Bukhori, G. N. P. (2022). Analysis Of The Effect Of Product Diversity On Consumer Buying Decision At The Borma Department Store in Bandung. International Journal Administration, Business & Organization, 3(1), 19-28. https://doi.org/10.61242/ijabo.22.192
Section
Research Articles