Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Economics, Business and Management Track (ICOBEST-EBM 2019)

Strategy to Increase Consumer Purchasing Decisions in Supermarket Business

Authors
Agus Supandi Soegoto, Een N. Walewangko
Corresponding Author
Agus Supandi Soegoto
Available Online 13 January 2020.
DOI
https://doi.org/10.2991/aebmr.k.200108.038How to use a DOI?
Keywords
Product Quality, Servicescape, Purchase Decisions
Abstract
This study aims to determine strategies to improve consumer purchasing decisions through Product Quality, and Servicescape in the Supermarket business both partially and simultaneously. The method used is associative and aims to uncover the model of the relationship between variables, with multiple linear regression analysis techniques. The independent variables measured are Product Quality and Servicescape and Consumer Purchasing Decisions as the dependent variable. The object of research is consumers who shop at supermarkets, where supermarkets that operate are the unit of analysis. Data collection is done randomly, with a proportional sampling technique so that respondents can represent the population. Sampling areas include supermarkets in the Manado, Bitung and Tomohon city as major cities in North Sulawesi. Test statistics include classical assumptions, and hypothesis testing is z, t, and F tests with a significance level of 5% and calculated with the Eviews program. Statistical analysis uses a descriptive verification test. The results of the study concluded that Product Quality and Servicescape both simultaneously and partially had a positive and significant effect on purchasing decisions. Thus the application of the right strategy by offering quality products and structuring Servicescape will be able to improve consumer purchasing decisions, increase profits and maintain the sustainability of the supermarket business.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Agus Supandi Soegoto
AU  - Een N. Walewangko
PY  - 2020
DA  - 2020/01/13
TI  - Strategy to Increase Consumer Purchasing Decisions in Supermarket Business
BT  - International Conference on Business, Economic, Social Science, and Humanities – Economics, Business and Management Track (ICOBEST-EBM 2019)
PB  - Atlantis Press
SP  - 159
EP  - 163
UR  - https://doi.org/10.2991/aebmr.k.200108.038
DO  - https://doi.org/10.2991/aebmr.k.200108.038
ID  - Soegoto2020
ER  -