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All Journal ISOQUANT : Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Ilmiah Edunomika (JIE)
Riawan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PENGARUH PRODUCT DIVERSITY, HEDONIC VALUE DAN UTILITARIAN VALUE TERHADAP KEPUTUSAN PEMBELIAN PRODUK TAS LES CATINO DI KABUPATEN PONOROGO Aurelia, Shalsa Fadela; Fery Setiawan; Riawan
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 2 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i2.17252

Abstract

This study aims to examine the influence of Product Diversity, Hedonic Value, and Utilitarian Value on Purchase Decisions of Les Catino bag products in Ponorogo Regency. The development of the fashion industry, particularly in bag products, has driven consumers to consider not only functional aspects but also emotional and social factors in their purchasing decisions. This research employs a quantitative method with a survey approach, utilizing questionnaires distributed to 90 respondents through accidental sampling technique. The data were analyzed using multiple linear regression analysis. The results indicate that all three independent variables Product Diversity, Hedonic Value, and Utilitarian Value have a positive and significant effect on Purchase Decisions. Product variety, enjoyable shopping experiences, and the functional benefits offered are essential factors influencing consumers’ decisions to purchase Les Catino bags. These findings are expected to serve as a reference for companies in formulating more effective marketing strategies to strengthen brand positioning in the local market. Keywords : Product Diversity, Hedonic Value, Utilitarian Value, Purchase Decision
Pengaruh Ketersediaan Produk, Layanan, dan Lokasi Bisnis terhadap Keputusan Berkunjung di Toko Dua Bersaudara Setiawan, Langgeng; Riawan; Setiawan, Ferry
ISOQUANT : Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 10 No. 1 (2026): April
Publisher : Universitas Muhammadiyah Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24269/iso.v10i1.3669

Abstract

Perkembangan sektor ritel menunjukkan perubahan signifikan akibat digitalisasi dan meningkatnya persaingan dari ritel modern serta platform daring. Kondisi ini menekan keberlangsungan ritel lokal, khususnya UMKM, yang memiliki keterbatasan sumber daya. Di wilayah non-metropolitan seperti Kabupaten Pacitan, ritel lokal masih memiliki peluang bertahan, namun keberhasilannya semakin ditentukan oleh kemampuan menyediakan produk yang relevan, kualitas layanan, serta lokasi usaha yang strategis. Meskipun berbagai studi telah membahas perilaku konsumen ritel, penelitian yang berfokus pada konteks ritel lokal dengan integrasi ketiga faktor tersebut masih terbatas. Selain itu, penggunaan kerangka Theory of Planned Behavior dalam menjelaskan keputusan berkunjung pada ritel lokal belum banyak dieksplorasi. Oleh karena itu, penelitian ini bertujuan menganalisis pengaruh ketersediaan produk, kualitas layanan, dan lokasi bisnis terhadap keputusan berkunjung konsumen.
Co-Authors Aurelia, Shalsa Fadela Ferry Setiawan Fery Setiawan Setiawan, Langgeng