PENGARUH KERAGAMAN PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO LARISHI KOTA BIMA

Abstract

This research aims to determine the influence of product diversity and price on
purchasing decisions for Larishi figures in Bima City. The Larishi figure whose address is
Jl. Soekarno Hatta, Monggonao, District. Mpunda, Kab. Bima, West Nusa Tenggara.
84117. This research is associative type using primary data sources. This research
instrument uses a Likert scale questionnaire with the research population including all
consumers from the Larishi Store. The exact number is not known, to determine the number
of samples in an unknown population, the Unknown Population formula was used and a
sample of 96 people was obtained. The sampling technique used was purposive sampling. In
this research, the data collection techniques used by researchers were observation,
questionnaires and literature study. Researchers use analytical tools for validity tests,reliability tests, classical assumption tests, multiple linear regression, multiple correlation
coefficients, determination tests, t tests and f tests.
The results of the research show that there is a significant influence between product
diversity on purchasing decisions at the Larishi shop in Bima City in Accept. There is a
significant influence between price on purchasing decisions at the Larishi shop in Bima
City in Accept. There is a simultaneous influence of product diversity and price on
purchasing decisions at the Larishi Shop in Bima City.