ANALISIS PENGARUH FAKTOR HARGA, LOKASI DAN DIFERENSIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI DEPOT ANF DI JORONG RUMBAI

Abstrak

Studi ini diorientasikan guna mengkaji dampak harga, lokasi, serta diferensiasi produk pada keputusan pembelian konsumen pada Depot ANF yang bertempat di Jorong Rumbai. Depot ANF tergolong entitas Usaha Mikro, Kecil, dan Menengah (UMKM) yang beroperasi pada sektor air minum isi ulang serta memegang fungsi vital dalam menyuplai keperluan warga lokal. Kendati sempat mencatatkan eskalasi omzet, depot tersebut turut menjumpai kemerosotan yang ditengarai diakibatkan oleh faktor harga, lokasi, serta diferensiasi produk. Riset ini mengadopsi metode kuantitatif dengan klasifikasi studi deskriptif asosiatif. Informasi dihimpun dengan distribusi angket bagi 95 partisipan yang diseleksi dari populasi sejumlah 1.759 kepala keluarga memanfaatkan formula Slovin disertai margin eror 10% dan metode simple random sampling. Telaah data dijalankan memakai regresi linier berganda berikut verifikasi hipotesis lewat uji t serta uji F. Temuan studi mengindikasikan bahwasanya variabel harga tidak berdampak nyata pada keputusan pembelian konsumen, sementara variabel lokasi dan diferensiasi produk berimplikasi substansial. Secara kolektif, harga, lokasi, serta diferensiasi produk berkontribusi nyata pada keputusan pembelian konsumen. Konklusi riset memperlihatkan bahwasanya keputusan pembelian konsumen pada Depot ANF dominan dideterminasi oleh faktor lokasi dan diferensiasi produk dibandingkan faktor harga.

The primary objective of this investigation is to evaluate the influence of price, location, and product differentiation on consumers’ purchasing decisions at Depot ANF situated in Jorong Rumbai. Depot ANF operates as a Micro, Small, and Medium Enterprise (MSME) within the refillable drinking water sector, serving a vital function in fulfilling local community necessities. Despite recording a substantial sales growth, the depot subsequently encountered a downturn, hypothetically driven by price, location, and product differentiation factors. This research adopted a quantitative strategy utilizing a descriptive associative design. Data acquisition was achieved by circulating questionnaires to 95 participants, extracted from a total population of 1,759 households applying the Slovin formula with a 10% margin of error alongside a simple random sampling technique. The analytical process employed multiple linear regression accompanied by hypothesis validation via t-tests and F-tests. The outcomes demonstrate that price yields no substantial impact on consumers’ purchasing decisions, whereas location and product differentiation possess a significant effect. Simultaneously, price, location, and product differentiation significantly influence consumers’ purchasing decisions. The study concludes that purchasing decisions at Depot ANF are more strongly influenced by location and product differentiation than by price.