JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

Determinants of Consumer Purchase Decisions at Ant Accessories: The Role of Product Diversity, Price, and Service Quality

Cinta Setyo Utami (Unknown)
Helman Fachri (Unknown)

Article Info

Publish Date
10 Aug 2026

Abstract

This study examines how product assortment, price, and service quality jointly and individually shape consumer purchase decisions in a small fashion-accessories retailer in Pontianak, Indonesia. Using an explanatory quantitative design, data was collected through structured questionnaires from 100 customers selected by purposive sampling and analysed with multiple linear regression. All three predictors exert a positive and significant effect and together explain 49.5 per cent of the variance in purchase decisions (F = 31.317; p < 0.001). Price carries the largest standardised effect, followed by service quality and product assortment. The findings extend assortment and service-quality research to resource-constrained SME retailing in an emerging market. Keywords: Product Assortment; Price; Service Quality; Purchase Decision; Retail Marketing; Consumer Behaviour; SME Retailing  

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...