ANALISIS ATRIBUT TOKO DAN KEPUTUSAN PEMBELIAN DI SWALAYAN MAJU BERSAMA MEDAN
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kelengkapan barang, harga, lokasi toko, dan pelayanan terhadap keputusan pembelian di Swalayan Maju Bersama Medan. Penelitian ini menggunakan metode survei dengan responden sebanyak 100 orang yang pernah melakukan pembelian. Hasil penelitian menunjukkan bahwa kelengkapan barang, harga, lokasi toko, dan pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil penelitian menunjukkan bahwa Kelengkapan barang memiliki pengaruh yang paling besar, diikuti oleh harga, lokasi toko, dan pelayanan. Dalam konteks penelitian ini, atribut toko memiliki dampak yang signifikan terhadap keputusan pembelian konsumen di Swalayan Maju Bersama. Diversifikasi dan peningkatan atribut toko, serta penyesuaian harga yang bijak, dapat menjadi strategi yang relevan bagi Swalayan Maju Bersama untuk meningkatkan daya tarik dan memenuhi kebutuhan konsumen dengan lebih baik. Keterbatasan penelitian ini, seperti ukuran sampel yang terbatas pada satu lokasi toko, perlu diperhatikan dalam interpretasi hasil.
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