Product Variety and Price on Purchase Decisions at a Retail Grocery Store in Indonesia
Isi Artikel Utama
Abstrak
Purpose: This study examines the partial and simultaneous effects of product variety and price on consumer purchase decisions at Toko Firantika, a rural grocery store in Mesuji District, Lampung Province, Indonesia, amid growing competition from modern retail and online commerce.
Methodology: This study employed a quantitative survey. Data were collected from 97 consumers selected through accidental non-probability sampling method. The sample size was determined using Cochran’s formula at a 95% confidence level and a 10% margin of error. Data were gathered using a structured Likert-scale questionnaire (1–5) and analyzed through multiple linear regression with classical assumption tests using IBM SPSS Statistics version 25.
Results: Product variety positively and significantly influenced purchase decisions (β= 0.242; t= 2.499; p= 0.014). Price also positively and significantly affected purchase decisions (β= 0.349; t= 4.324; p= 0.000) and was the dominant predictor. Simultaneously, both variables significantly influenced purchase decisions (F= 13.675; p= 0.000), explaining 22.5% of the variance (R²= 0.225). Product size variety and price affordability were the strongest indicators of their respective constructs.
Conclusions: Product variety and price are significant and complementary determinants of consumer purchase decisions in rural grocery retailing.
Limitations: The model explains only 22.5% of the purchase decision variance, indicating the influence of other factors.
Contribution: This study provides empirical evidence on the determinants of purchase decisions in rural MSME grocery retail and practical insights for enhancing competitiveness through product assortment and pricing strategies.
Rincian Artikel
Referensi
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