Analysis of Factors Affecting Consumer Purchasing Decisions in 212 Mart Medan

Asrizal Efendy Nasution

Abstract


In recent years Islam has begun to rise marked by the emergence of modern sharia-based markets, one of which is the presence of 212 Mart. It is expected that the presence of 212 Mart in the midst of the rampant conventional economy which is currently growing and developing rapidly can become a major alternative for Muslims who have the enthusiasm and determination to advance the Islamic economy through the Islamic system. To find out how this modern sharia market can grow and develop like a conventional market today, a research is needed. The study aim to determine and analyze the influence of location, product completeness, consumer characteristics and services on consumer decisions to buy at 212 Mart Medan. In this study using a descriptive associative approach with the object of research is 212 Mart Medan’s customers. Testing is done by multiple linear regression test by first doing a classic assumption test, then a partial hypothesis test (t-test) and simultaneous (f-test) and the coefficient of determination test. Partially, location variables, product completeness and consumer characteristics have positive and significant influence on consumer buying decisions at 212 Mart Medan, while service variables have no positive and no significant effect. Simultaneously location variables, product completeness, customer characteristics and service have a positive and significant influence on consumer buying decisions at 212 Mart Medan.

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References


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