Pengaruh Promosi, Varian Produk, Kepuasan Pelanggan dan Persepsi Merek Terhadap Niat Beli Konsumen di PT. Indomarco Prismatama Wilayah Palembang

Abstract

The increasingly competitive modern retail business requires companies to understand factors influencing consumer purchase intention. This study aims to analyze the effects of promotion, product variety, customer satisfaction, and brand perception on consumer purchase intention at PT Indomarco Prismatama (Indomaret) Palembang Region, both simultaneously and partially. This study employs a quantitative approach with primary data collected through questionnaires. The population comprises consumers of Indomaret Palembang Region, with a sample of 95 respondents selected using probability sampling, namely stratified random sampling. The research instrument uses a Likert scale and has been tested for validity and reliability. Data analysis includes classical assumption tests, multiple linear regression, F-test, t-test, and coefficient of determination. The results show that promotion, product variety, customer satisfaction, and brand perception simultaneously have a significant effect on consumer purchase intention (F = 77.035; sig. = 0.000). Partially, promotion (t = 4.745; sig. = 0.000), product variety (t = 4.055; sig. = 0.000), and customer satisfaction (t = 2.807; sig. = 0.006) have a positive and significant effect, while brand perception (t = -2.319; sig. = 0.023) has a significant negative effect on consumer purchase intention. The Adjusted R Square value of 0.764 indicates that 76.4% of the variation in consumer purchase intention can be explained by the four independent variables, while 23.6% is explained by other factors outside the model. This study implies that companies need to improve promotion effectiveness, enrich product variety, maintain customer satisfaction, and improve brand perception through more innovative and relevant branding and differentiation strategies.