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Gina Nurlatipah Perawati Al Bukhori
Politeknik Negeri Bandung
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Analisis Pengaruh Keragaman Produk Terhadap Keputusan Pembelian Konsumen Toserba Borma Kota Bandung, Indonesia Gina Nurlatipah Perawati Al Bukhori
International Journal Administration Business and Organization Vol 3 No 1 (2022): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (587.435 KB) | DOI: 10.61242/ijabo.22.192

Abstract

This study aims to determine the effect of product diversity on consumer purchasing decisions in the city of Bandung, Indonesia. Respondents came from consumers who bought their various needs at the modern market closest to their place of residence, namely the Toserba Borma, Bandung City. This study uses quantitative descriptive methods, validity and reliability tests, normality tests, and data analysis using simple linear regression. The sample in this study was 113 respondents. Data was collected by distributing questionnaires to respondents who met the criteria. The results showed that the diversity of products in Borma, Bandung City is very significant on the buying interest of Borma consumers. This means product diversity can improve purchasing decisions.
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