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All Journal Journal of Artificial Intelligence and Digital Business
Karo, Immanuel Karo
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Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Pengaruh Variasi Produk Dan Lokasi Usaha Terhadap Minat Beli Konsumen Di Pasar Relokasi Studi Kasus Pasar Roga Berastagi Karo, Immanuel Karo; Nst, Amrin Mulia Utama
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.772

Abstract

This research aims to investigate the influence of product variation and business location on consumer purchasing interest in Berastagi’s Relocated Market, Roga Market. Product variation and business location are identified as potential factors influencing consumer preferences and understanding the dynamics of the local market. Using a quantitative approach with a survey research design, the sample was selected from visitors to Berastagi Market Center using stratified random sampling. Data were collected through questionnaires covering questions related to product variation, business location, and consumer purchasing interest. The findings of this research are expected to provide in-depth insights into the factors influencing consumer purchasing interest in traditional markets. The results indicate that product variety has a positive and significant effect on consumer purchasing interest, with a regression coefficient of 0.224 and a p-value less than 0.05. In contrast, business location does not show a significant effect on consumer purchasing interest, with a regression coefficient of -0.021 and a p-value greater than 0.05. The F-test shows that, simultaneously, product variety and business location have a significant effect on consumer purchasing interest, with an F-value of 6.684 and a p-value of 0.002.
Co-Authors Nst, Amrin Mulia Utama