The effects of assortment and utilitarian motive to purchase decision in supercenter

DOI

10.2991/insyma-19.2019.30How to use a DOI?

Keywords

purchase decision, assortment, utilitarian motive

Abstract

This research studied about the effect of assortment and utilitarian motive to purchase decision in Transmart Supercenter Cempaka Putih. Indicator of purchase decision was measured by: problem introduction, search information, alternative evaluation, purchase decision, post purchase behaviour, indicator of assortment was measured by price, quantity,variety,display product, and indicator of utilitarian motive was measured by achievement, efficiency, quality of product, quality of services. A field questionnaire survey was adopted using a structured questionnaire with closed questions and 5-point Likert response scale and sampling procedure was taken as much 152 sample with purposive sampling method. Collected data was processed using SmartPLS02. As the result of hypothesis test are H1 accepted, which means that the assortment variable has a significant influence on purchase decision. H2 is accepted, which means utilitarian motive have a significant influence on purchase decision. H3 is accepted, which means utilitarian motive has moderating effect on purchase decision.

Copyright

© 2019, 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/).

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TY  - CONF
AU  - Andreas Wijaya
PY  - 2019/03
DA  - 2019/03
TI  - The effects of assortment and utilitarian motive to purchase decision in supercenter
BT  - Proceedings of the 16th International Symposium on Management (INSYMA 2019)
PB  - Atlantis Press
SP  - 118
EP  - 121
SN  - 2352-5398
UR  - https://doi.org/10.2991/insyma-19.2019.30
DO  - 10.2991/insyma-19.2019.30
ID  - Wijaya2019/03
ER  -