Pengaruh Variasi Produk, Kualitas Produk dan Harga terhadap Keputusan Pembelian Aksesoris Wanita di MR.DIY Plaza Medan Fair

Abstract

This research was conducted to determine the effect of product variety, product quality and price on purchasing decisions for women's accessories at MR.DIY Plaza Medan Fair. This study aimed to determine and analyze how product variations, product quality, and prices partially and simultaneously affect purchasing decisions for women's accessories at MR.DIY Plaza Medan Fair. This research is associative research and the type of data used is quantitative. The population in this study were consumers who had bought accessories products at MR.DIY Plaza Medan Fair. The number of samples in the study was 80 people with a purposive sampling technique with criteria: respondents who have bought, visited and used women's accessories products at MR.DIY Plaza Medan Fair. The data analysis used is multiple linear regression analysis. The results of this study indicate that simultaneously product variety, product quality and price have a positive and significant effect on purchasing decisions for women's accessories at MR.DIY Plaza Medan Fair. Partially, product variety, product quality and price have a positive and significant effect on purchasing decisions for women's accessories at MR.DIY Plaza Medan Fair.