Pengaruh Product Assortment, Store Atmosphere, dan Harga Terhadap Keputusan Pembelian (Studi pada Konsumen Guardian di Kota Medan)

Abstract

In the context of modern globalization, business competition is getting tougher, especially in retail industries such as pharmacies. In Medan City, which is one of the largest cities in Indonesia, social, economic, and demographic diversity creates huge market opportunities. However, to compete effectively, Guardian needs to increase product variety, create an attractive store atmosphere, and adjust prices in order to better reach consumers and drive purchase decisions. This study aims to determine the influence of Product Assortment, Store Atmosphere, and price on purchasing decisions. The effect of Product Assortment, Store Atmosphere, and price will be analyzed partially and simultaneously on purchasing decisions among Guardian consumers in Medan City. The form of research used is quantitative with an associative approach. The population in this study is Guardian consumers in Medan City, with a sample of 96 respondents, with a sampling technique using purposive sampling. Primary data were obtained through direct distribution of questionnaires and secondary data were obtained through literature studies. The analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression, , partial tests, simultaneous tests, and determination tests and processed through SPSS Software. The results of this study show that product assortment has a positive and significant effect on purchasing decision variables, t count values of 2.359 > 1.986 with sig values of 0.020 < 0.05 and regression coefficient values of 0.318. Store atmosphere has a positive and significant effect on the purchase decision variable, obtained a t hitug value of 2.358 >1.986 with a sig value of 0.021 < 0.05 and a regression coefficient value of 0.279. Price has a positive and significant effect on the purchase decision variable, obtained a t calculated value of 2.910 > 1.986 with a sig value of 0.005 < 0.05 and has a regression coefficient value of 0.390. In simultaneous testing, the variables Product Assortment, Store Atmosphere, and Price on Purchasing Decisions have a simultaneous effect with an influence level of 36%, while the remaining 64% are influenced by factors outside this research model.