Pengaruh Keragaman Produk dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen di KKV Tunjungan Plaza Surabaya

Abstract

This study aims to determine the effect of product diversity and product quality on
consumer purchasing decisions at a store in Tunjungan Plaza Surabaya. The type of
research used is quantitative with data collection through questionnaires distributed to
respondents. The sampling method used is Accidental Sampling, where the sample is
based on chance, that is, anyone who happens to meet the researcher can be used as a
sample. The results showed that product diversity and product quality have a significant
influence on consumer purchasing decisions. Product diversity variables, which include
variations in product brands, variations in product completeness, variations in product
size, variations in product quality, and variations in product design, have an important
role in attracting consumer interest in buying. In addition, product quality is also a factor
that influences consumer purchasing decisions. Product quality as measured from the
aspects of durability, aesthetic value, product performance, and the benefits provided to
consumers, has a significant influence on purchasing decisions. Consumers tend to choose
products with good quality and can meet their needs. And it must also be tested to
determine the effect of influential variables. This research contributes to understanding
the importance of product diversity and product quality in the context of consumer
purchasing decisions. The findings of this study can be used by retail companies to plan
effective marketing strategies, including varied product development, consistency and
improved product quality.
Keywords: Product diversity, Product quality, Consumer purchasing decisions