Strategy to Increase Consumer Purchasing Decisions in Supermarket Business
- 10.2991/aebmr.k.200108.038How to use a DOI?
- Product Quality, Servicescape, Purchase Decisions
This study aims to determine strategies to improve consumer purchasing decisions through Product Quality, and Servicescape in the Supermarket business both partially and simultaneously. The method used is associative and aims to uncover the model of the relationship between variables, with multiple linear regression analysis techniques. The independent variables measured are Product Quality and Servicescape and Consumer Purchasing Decisions as the dependent variable. The object of research is consumers who shop at supermarkets, where supermarkets that operate are the unit of analysis. Data collection is done randomly, with a proportional sampling technique so that respondents can represent the population. Sampling areas include supermarkets in the Manado, Bitung and Tomohon city as major cities in North Sulawesi. Test statistics include classical assumptions, and hypothesis testing is z, t, and F tests with a significance level of 5% and calculated with the Eviews program. Statistical analysis uses a descriptive verification test. The results of the study concluded that Product Quality and Servicescape both simultaneously and partially had a positive and significant effect on purchasing decisions. Thus the application of the right strategy by offering quality products and structuring Servicescape will be able to improve consumer purchasing decisions, increase profits and maintain the sustainability of the supermarket business.
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Agus Supandi Soegoto AU - Een N. Walewangko PY - 2020 DA - 2020/01/13 TI - Strategy to Increase Consumer Purchasing Decisions in Supermarket Business BT - Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Economics, Business and Management Track (ICOBEST-EBM 2019) PB - Atlantis Press SP - 159 EP - 163 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200108.038 DO - 10.2991/aebmr.k.200108.038 ID - Soegoto2020 ER -