Pengaruh Keragaman Produk Dan Persepsi Harga Terhadap Impulse Buying
DOI:
https://doi.org/10.61722/jiem.v3i12.7414Keywords:
Product Diversity, Price Perception, Impulse Buying, Swalayan Enak Eco KarangplosoAbstract
The rapid growth of the retail industry in Indonesia, particularly in Malang, has intensified competition among retailers. Swalayan Enak Eco Karangploso seeks to attract customers by offering a wide variety of products and competitive prices. However, no prior research has specifically examined how product variety and price perception influence impulse buying in this supermarket. This study aims to analyze the effect of product variety and price perception on impulse buying at Swalayan Enak Eco Karangploso.This research employed a quantitative approach. Data were collected through questionnaires distributed to 100 respondents selected using purposive sampling. The t-test results for the product variety variable showed that t-count > t-table (3.033 > 1.661), indicating that product variety has a positive effect on impulse buying. The t-test results for the price perception variable also showed that t-count > t-table (4.876 > 1.661), meaning that price perception positively affects impulse buying. Furthermore, the F-test results revealed that product variety and price perception simultaneously have a positive and significant effect on impulse buying, as evidenced by F-count > F-table (47.485 > 3.09). The coefficient of determination (R²) was 0.484, which means that 48.4% of impulse buying is influenced by product variety and price perception, while the remaining 51.6% is affected by other factors. In conclusion, product variety and price perception simultaneously influence impulse buying at Swalayan Enak Eco Karangploso, with price perception contributing the most. It is recommended that the supermarket maintain and further optimize its competitive pricing strategy to enhance impulse purchases.
References
Alimin, E., Eddy, dkk., (2022). Manajemen Pemasaran (Kajian Pengantar di Era Bisnis Modern). Lombok Barat: Penerbit SEVAL.
Angelita, A., & Rachmi, A. (2021). Pengaruh Store Atmosphere dan Keragaman Produk terhadap Impulse Buying di Miniso Lippo Plaza Sidoarjo. JAB Jurnal Aplikasi Bisnis, Volume 7 Nomor 2, 65-68.
ANTARA. (2023, Agustus 14). Kemenko Perekonomian minta pusat perbelanjaan kembangkan konsep baru. Diakses pada 23 Maret 2024 dari antaranews.com: https://www.antaranews.com/berita
Arya, G. R., & Telagawathi, N. L. (2021). Efek Keragaman Produk dan Harga Produk terhadap Impulse Buying. Jurnal Ilmiah Akuntansi dan Humanika, Vol. 11 No. 1, 11-19.
Darmawan, D. (2023). Studi Empiris Perilaku Konsumen Aliexpress: Peran Online Consumer Review, Online Customer Rating, dan Persepsi Harga terhadap Keputusan Pembelian Impulsif. Jurnal Baruna Horizon Vol. 6 No. 1, 1-13.
Enak Eco. (2023). Informasi. Diakses pada 3 November 2023 dari enakeco.com: www.enakeco.com
Fakhrudin, A., Roellyanti, M. V., & Awan. (2022). Bauran Pemasaran. Kota Batu: CV Budi Utama.
Firmansyah, M. A. (2019). Pemasaran Produk dan Merek (Planning & Strategy). CV Penerbit Qiara Media.
Gunawan, Didik. (2022). Keputusan Pembelian Konsumen Marketplace Shopee Berbasis Social Media Marketing. PT Inovasi Pratama Internasional.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS25 Edisi 9. Semarang: Universitas Diponegoro.
Gorga, G., Chandra, Y. E., dkk., (2022). Pengaruh Electronic Word of Mouth dan Persepsi Harga Produk Luar Negeri Terhadap Impulsive Buying Pengguna E-Commerce Shopee (Studi Kasus Pada Generasi Z dan Milenial di Kota Depok. JAProf: Jurnal Administrasi Profesional, Vol. 03 No. 1, 1-9.
Habiburrahman, & Maharani. (2023). Pengaruh Persepsi Harga dan Self Control terhadap Pembelian Impulsif Secara Online (Studi Kasus pada Mahasiswa Ekonomi dan Bisnis Universitas Bandar Lampung Tahun Angkatan 2019). Jurnal Ekonomi dan Manajemen Teknologi (EMT), 438-443.
Handrayani, E., Sitinjak, dkk., (2021). Manajemen Pemasaran (Dasar & Konsep). Kota Bandung: CV Media Sains Indonesia.
Hardani, dkk., (2020). Metode Penelitian Kualitatif & Kuantitatif. Yogyakarta: CV Pustaka Ilmu Group Yogyakarta.
Hermayanti, A. W., & Susantiaji, A. (2022). Analisis Pembelian Impulsif Di Pasar Modern Kota Tegal Pada Saat Pandemi Covid-19. Jurnal MONEX Volume 01 Nomor 11, 49-60.
Indrasari, M. (2019). Pemasaran dan Kepuasan Pelanggan. Surabaya: Unitomo Press.
Irfandri, dkk., (2020). Pengaruh Persepsi Harga Terhadap Impulsive Buying Produk Toileter : Studi Kasus Pada Supermarket Dutalia.
Jannah, A. N. (2023, Maret 21). 7 Swalayan Murah di Malang Tawarkan Harga Grosir. Diakses pada 11 November 2023 dari jatim.idntimes.com: https://jatim.idntimes.com/travel/destination/alvi-nur-jannah/7- swalayan-murah-di-malang-tawarkan-harga-grosir-c1c2- 1?page=all
Kharisma, A., Widagdo, S., & Supeni, N. (2022). Pengaruh Promosi Penjualan, Store Atmosphere, Variasi Produk, dan Money Availability Terhadap Impulse Buying Pada Golden Market Jember. Jurnal Manajemen Bisnis dan Manajemen Informatika, Volume 3 No 2, 1- 14.
Kontan.co.id. (2023, Agustus 19). Kinerja Ritel Modern Lesu di Kuartal II-2023, Ini Penyebabnya. Diakses pada 19 November 2023 industri.kontan.co.id: https://industri.kontan.co.id/news/kinerja- ritel-modern-lesu-di-kuartal-ii-2023-ini-penyebabnya
Kurniawan, G. (2020). Perilaku Konsumen Dalam Membeli Produk Beras Organik Melalui Ecommerce. Penerbit Mitra Abisatya.
Leavy, P. (2017). Research Design. New York: The Guilford Press.
Maulana, A. (2021, Juni 18). Konsumen Lirik Produk Lebih Murah Efek Pandemi Corona. Diakses pada 11 November 2023 dari https://www.cnnindonesia.com
Nasiri, M. S., & Shokouhyar, S. (2021). Actual Consumers Response to Purchase Refurbished Samartphones: Exploring Perceived Value from Product Reviews in Online Retailing. Journal of Retailing and Consumer Services, 1-13.
Noor, Z. Z. (2020). THE EFFECT OF PRICE DISCOUNT AND IN-STORE DISPLAY ON IMPULSE BUYING. Sosiohumaniora, 22(2).
Oktandani, N.A., & Sholahuddin, M. (2023). Covid-19 Pandemic: The Impact of Product Diversity, Price, Word of Mouth, and Purchase Intention on Impulse Buying Tendency. Jurnal Informatika Ekonomi Bisnis, Volume 5 No 2, 514-521.
Pakpahan, A. F., Prasetio, A., dkk., (2021). Metodologi Penelitian Ilmiah. Semarang: Yayasan Kita Menulis.
Pratiwi, E., & Krishernawan, I. (2020). Mengelola Customer Impulse Buying Pada Bisnis Retail Fashion Modern. Mojokerto: Damarwiyata Press.
Purwanto, N. (2021). Dinamika Fashion Oriented Impulse Buying. Batu: Literasi Nusantara.
Puspaningtyas, L. (2023, Mei 9). Mandiri Institute Catat Kenaikan Tren Belanja Konsumen di 2023. Diakses pada 19 November 2023 dari https://ekonomi.republika.co.id/berita/rue9k1502/mandiri-institute- catat-kenaikan-tren-belanja-konsumen-di-2023.
Ramadhani, V. M., & Mardalis, A. (2023). The Influence of Digital Marketing, Product Variety and Product Quality on the Interest in Buying Skincare Products on the Tiktok Application. The International Journal of Business Management and Technology, 7.
Randikaparsa, I., A, Wirsa, I. N., dkk., (2023). Buku Ajar Manajemen Pemasaran. Pangkalpinang: CV. Science Techno Direct.
Rina, M., Meutia, R., & Ardiyanti, D. A. (2022). Pengaruh Keragaman Produk, Price Discount, dan Display Produk Terhadap Impulse Buying Konsumen Saqina Swalayan Di Kota Langsa. Jurnal Ilmiah Mahasiswa: Manajerial Terapan, Volume 2 Nomor 1, 116-125.
Riyanto, S., & Hatmawan, A. A. (2020). Metode Riset Penelitian Kuantitatif Penelitian Di Bidang Manajemen, Teknik, Pendidikan, Dan Eksperimen. Sleman: Deepublish Publisher.
Simangunsong, R. M., Sihombing, R. U., & Siregar, S. (2022). Pengaruh Persepsi Harga dan Tagline "Gratis Ongkir" terhadap Keputusan Pembelian Impulsif Secara Online kepada Masyarakat Pengguna Aplikasi Shopee di Desa Baribaniaek, Kecamatan Muara. 62-78.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 JURNAL ILMIAH EKONOMI DAN MANAJEMEN
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
