THE INFLUENCE OF STORE LAYOUT, PRODUCT COMPLETENESS AND PRICE ON PURCHASE INTENTION AT KASMART BIMA
Keywords:
Store Layout, Product Completeness,, Price, Purchase IntentionAbstract
This study aims to determine the effect of store layout, product completeness, and price on purchase intention at Kasmart Bima. The problem in this study is motivated by the decline in sales and indications of low consumer purchase intention related to the condition of the store layout that is not yet optimal, inadequate product completeness, and price perceptions that do not fully meet consumer expectations. This study uses a quantitative method with data collection techniques through questionnaires distributed to 100 respondents who are consumers of Kasmart Bima. Data analysis was carried out using multiple linear regression analysis with hypothesis testing through the t-test, F-test, and coefficient of determination.The results of the study show that partially, store layout has a positive and significant effect on purchase intention with a t-count value of 3.060 and a significance value of 0.003 < 0.05. Product completeness does not have a significant effect on purchase intention with a t-count value of 0.487 and a significance value of 0.628 > 0.05. Price has a positive and significant effect on purchase intention with a t-count value of 5.003 and a significance value of 0.000 < 0.05. Simultaneously, store layout, product completeness, and price have a positive and significant effect on purchase intention with an F-count value of 40.986 and a significance value of 0.000 < 0.05. The coefficient of determination (R Square) value of 0.562 indicates that store layout, product completeness, and price are able to explain 56.2% of purchase intention, while the remaining 43.8% is influenced by other factors outside this study.
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