Decision To Buy In The Pusat Grosir Surabaya: The Effect of Price and Product Diversity

Abstract

In various parts of the city, various shopping centers are scattered, where the products offered in shopping centers are very diverse, from household appliances, fashion, electronics, and so on. Many shopping centers also offer their products in retail ways, but some also offer their products with wholesale sales. As a result of the existence of a retail and wholesale sales system, there will be a difference in product prices between the two sales systems. Pusat Grosir Surabaya (PGS) is a wholesale center located in the city of Surabaya and is the largest wholesale center in East Java. Almost all products are available here which of course can be purchased wholesale or retail, such as clothes, shirts, Muslim clothing, bags, shoes, and other equipment. With the increasing number of wholesale centers in Surabaya, even in East Java, it certainly has the consequence of the existence of very tight competition among the increasingly shopping places. From the things mentioned above, it is very important for a marketer or actor in the shopping center business to find out what factors influence a person's decision to make product purchases in a shopping center. The purpose of this study is: to analyze the effect of price factors and product diversity both partially and simultaneously on buying decisions at the Pusat Grosir Surabaya (PGS), as well as to analyze the price and product diversity that have a dominant influence on buying decisions at the Pusat Grosir Surabaya (PGS). This study uses the independent variable (Independent variable) which consists of variable prices and product diversity. The decision to buy products at PGS is a Dependent variable. The analytical model used to test and prove the hypothesis in this study uses Multiple Linear Regression. The F test is carried out to determine the effect of independent variables simultaneously. The t test is carried out to determine the effect of partial independent variables. To find out which independent variable is the dominant influence on the dependent variable by looking at the largest regression coefficient. Based on the results of regression analysis, the regression coefficients of all independent variables obtained have a probability value (sig) smaller than 0.05, which means that partially the price variable and product diversity influence the decision to buy products at PGS. The dominant variable influencing the decision to buy products at PGS is the price variable. The probability of the value (sig) of the F test in this study = 0,000 <0,05, thus the variable price and product diversity simultaneously influence the decision to buy products at PGS. The conclusion of this study is the price variable and product diversity both partially and simultaneously influence the decision to buy products at PGS and between the price variables and product diversity the dominant influence on the decision to buy products at PGS is price.