PENGARUH LAYOUT DAN VARIASI PRODUK TERHADAP MINAT BELI DI BRIGHT CILEGON PT. PERTAMINA RETAIL

  • Indar Riyanto STIE Banten
Keywords: Layout, Variasi Produk, dan Minat Beli

Abstract

This study aims to determine the effect of layout and product variation on buying interest at Bright PT. Pertamina Retail. In this study using primary data by distributing questionnaires to consumers of Bright Cilegon PT. Pertamina Retail. A population of 4384 visitors to the SPBU 34-42401 Cilegon. The research sample was taken using Accidental Sampling technique, amounting to 100 respondents of Bright Cilegon consumers. Methods of data analysis using quantitative methods, namely by using multiple linear regression analysis.

The results prove that the layout variable has a significant influence on the buying interest variable at Bright Cilegon PT. Pertamina Retail, product variations affect buying interest at Bright Cilegon PT. Pertamina Retail. The biggest significant influence on buying interest in Bright Cilegon PT. Pertamina Retail is the layout variable with a parameter coefficient of 0.483 (positive), while the significance test results show the tcount value of 4,924 is greater than ttable 1.984 and the sig value is 0.00 <0.05 at 5% alpha, followed by variable variations. a product with a parameter coefficient of 0.353 (positive), while the results of the significance test showed that the tcount of 5.287 was greater than the ttable of 1.984 and the sig value was 0.00 <0.05 at 5% alpha. From the results of this analysis, it can be concluded that the layout is the dominant factor that has the greatest influence on the tendency of consumer buying interest at Bright Cilegon PT. Pertamina Retail.

Keyword: Layout, Product Variation, and Purchase Interest

Published
2020-08-31