The Effect Of Product Variants And Location Mediated On Purchase Interest On Purchase Decisions (Case Study Of Magetan Pasar Baru Consumers)

Selvia Nindy Merintika; Dian Citaningtyas Ari Kadi; Hendra Setiawan

doi:10.98765/apjbet.v4i05.266

Selvia Nindy Merintika Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun
Dian Citaningtyas Ari Kadi Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun
Hendra Setiawan Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun

DOI: https://doi.org/10.98765/apjbet.v4i05.266

Keywords: Product Variants, Locations, Purchasing Decisions

Abstract

The Pasar Baru Magetan traders association is experiencing a problem of few visitors caused by the conversion of land there. This problem has caused the turnover of Pasar Baru Magetan traders to experience a significant decline.This study aims to determine the effect of product variants and location on purchasing decisions mediated by purchasing interest in consumers of Pasar Baru Magetan. This study uses a quantitative research method. The population of this study was 160 Pasar Baru Magetan consumers through a questionnaire. The results of this study prove that 1) Product variants have a positive and significant effect on purchasing interest, 2) Location has a positive and significant effect on purchasing interest, 3) Product variants have a positive and significant effect on purchasing decisions, 4) Location has a positive and significant effect on purchasing decisions, 5) Purchase interest has a positive and significant effect on purchasing decisions, 6) Product variants on purchasing decisions through purchase interest, and 7) The effect of location on purchasing decisions through purchase interest.