Abstract
The purpose of this study was to determine the correlation between price and product completeness with purchasing decisions either partially or simultaneously at Zami Mart, Tangerang. The method used in this research is descriptive quantitative. While the data analysis techniques used in this study are Simple Linear Regression Analysis, Multiple Linear Regression Analysis, Coefficient of Determination Analysis, and Hypothesis Testing (t test and F test). The results showed a correlation between price and product completeness with purchasing decisions. Based on the analysis of the coefficient of determination obtained R Square (R2) = 0.426, where KD = R2 x 100% = 0.426 x 100% = 42.6%. Price and product completeness have a correlation of 42.6% on purchasing decisions, while the remaining 57.4% are influenced by other variables. Furthermore, according to the hypothesis test there is a correlation between price and purchasing decisions where according to the results of the t test, the value of t count > t table (3.999 > 1.98472). Then the completeness of the product has a correlation with purchasing decisions, where according to the results of the t test, the value of t count > t table (3.671 > 1.98472). Furthermore, the price and completeness of the product have a correlation with purchasing decisions. Based on the results of the F test, the calculated F value is greater than F table or 36,011 > 3,090.
Highlights
Today, the development of the retail business, especially mini markets or supermarkets, is growing rapidly
The results showed a correlation between product completeness and price on purchasing decisions
It is known that the constant value is 17.763, meaning that if the price is equal to zero, the purchase decision will have the same value of 17.763
Summary
The development of the retail business, especially mini markets or supermarkets, is growing rapidly. Very tight competition is felt by business people in this sector. As managers, they must have a special strategy in order to win the competition. Several strategies that can be implemented include pricing and product completeness. Through these two strategies, consumers are expected to be interested in buying the products offered. Sales will continue to increase, so that the company will continue to grow and advance along with the increasingly fierce competition in the mini market business
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