INUNG NURHAYANA, NPM 2101100081 (2025) ANALISIS PENGARUH HARGA, KUALITAS PELAYANAN, LOKASI, DAN KEBERAGAMAN PRODUK TERHADAP PENENTU MINAT BELI KONSUMEN STUDI KASUS PASAR AEK KOTA BATU LABUHANBATU UTARA. Tugas_Akhir(Artikel) YUME : Journal of Management, 8 (1). pp. 1469-1478. ISSN 2614-851X (e-ISSN)
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Abstract
Penelitian ini dilatarbelakangi oleh ketidakkonsistenan harga, fluktuasi harga meningkat menjelang hari besar, pelayanan yang lambat, minimnya lokasi parkir, kurangnya keberagaman produk, serta rendahnya minat beli konsumen karena kurang lengkapnya ketersediaan produk. Tujuan daripada penelitian ini guna mengidentifikasi pengaruh harga, kualitas pelayanan, lokasi, serta keberagaman produk terhadap minat beli konsumen di Pasar Aek Kota Batu, Labuhanbatu Utara. Penelitian ini bersifat asosiatif dengan pendekatan kuantitatif. Pengukuran keseluruhan variabel dengan skala Likert dengan 25 pernyataan, jumlah sampel penelitian yakni 125 responden melalui teknik accidental sampling. Pengujian instrumen dilakukan melalui uji validitas serta reliabilitas. Data dianalisis dengan regresi linier berganda memanfaatkan SPSS versi 25. Temuan penelitian menunjukkan persamaan regresi:Y = 7,740 + 0,255X1 - 0,043X2 + 0,312X3 + 0,101X4 + ɛ. Koefisien korelasi (R) sebesar 0,797(79,7%), sedangkan koefisien determinasi (R²) 62,2%. Secara parsial, harga, lokasi, dan keberagaman produk berpengaruh signifikan terhadap minat beli konsumen, sementara kualitas pelayanan tidak berpengaruh signifikan. Akan tetapi, secara simultan, harga, kualitas pelayanan, lokasi, dan keberagaman produk berpengaruh terhadap minat beli konsumen. Keywords : Harga, Kualitas Pelayanan, Lokasi, Keberagaman Produk, Minat beli ================================================================================================== This research is motivated by price inconsistencies, price fluctuations that increase before major holidays, slow service, limited parking space, lack of product variety, and low consumer purchase interest due to the incomplete availability of products. The purpose of this study is to identify the influence of price, service quality, location, and product diversity on consumer purchase interest at Aek Kota Batu Market, North Labuhanbatu. This research is associative in nature with a quantitative approach. All variables were measured using a Likert scale with 25 statements. The sample consisted of 125 respondents, selected using accidental sampling technique. Instrument testing was conducted through validity and reliability tests. The data were analyzed using multiple linear regression with SPSS version 25. The research findings show the regression equation:Y = 7.740 + 0.255X1 - 0.043X2 + 0.312X3 + 0.101X4 + ɛ.The correlation coefficient (R) is 0.797 (79.7%), while the coefficient of determination (R²) is 62.2%. Partially, price, location, and product diversity have a significant effect on consumer purchase interest, while service quality does not have a significant effect. However, simultaneously, price, service quality, location, and product diversity influence consumer purchase interest. Kata Kunci: Price, Service Quality, Location, Product Diversity, Purchase Intention.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Harga, Kualitas Pelayanan, Lokasi, Keberagaman Produk, Minat beli======================Price, Service Quality, Location, Product Diversity, Purchase Intention |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 18 Jun 2025 08:29 |
| Last Modified: | 18 Jun 2025 08:29 |
| URI: | http://repository.ulb.ac.id/id/eprint/1492 |
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