Analysis of Product Variety and Price on Purchase Decisions

Abstract

The Literature Review Review of Product and Price Variation Analysis on Purchase Decisions is a scientific article that aims to build a research hypothesis on the influence between variables that will be used in further research, within the scope of Marketing Management. The method of writing this Literature Review article is the library research method, which is sourced from online media such as Google Scholar, Mendeley and other academic online media. The results of this Literature Review article are that: 1) Product variations have an effect on Purchase Decisions; and 2) Price has an effect on Purchase Decision. Apart from these 2 exogenous variables that affect the endogenous variables of Purchase Decisions, there are still many other factors including the variables of Place, Product Quality and Service Quality.