Pengaruh Keragaman Produk dan Harga terhadap Keputusan Pembelian Jilbab pada Icha Gallery di Samarinda

Abstract

Suriyani, The Effect of Product Diversity and Prices on the Decision to Purchase Hijab at Icha Gallery in Samarinda. Under the guidance of Dr. Hj. Lailatul Hijrah, SE., M.Si as mentor I and Ana Noor Andriana, S.AB., M.AB as mentor II. Indonesian consumers' perceptions of fashion and how to dress, have supported the rapid development of the clothing and accessories industry. One of them is Muslim fashion, especially the hijab, which continues to grow from time to time. Icha Gallery is one of the shops that offers a variety of hijab products. This study aims to examine which of the product diversity and price has the most significant effect on the decision to purchase a hijab at Icha Gallery in Samarinda. The theory used in this research is Kotler and Keller (Marketing Management), Kotler and Keller (Product Diversity), Kotler and Armstrong (Price) and Tantri and Abdullah (Purchase Decision) as the basis and reference for comparing the facts in the field and explaining the theory. This study uses a quantitative descriptive method, using multiple linear data analysis techniques using the help of IBM SPSS software version 23. The number of samples is 96 respondents specified in the formula proposed by Wibisono (Anonym, 2013: 31) and the sampling technique uses Accidental Sampling. The results showed that the variables of Product Diversity (X1) and Price (X2) simultaneously had a significant effect on purchasing decisions (Y) Hijab at Icha Gallery in Samarinda. Product Diversity Variable (X1) partially has a significant effect on the Purchase Decision variable (Y), while Price (X2) has no significant effect. And the most influential variable is Product Diversity (X1). Suggestions for Icha gallery should be able to continue to meet the diversity of hijab products. So that there will be more choices of hijab products offered, both in terms of product brand variations, product completeness variations, product size variations and product quality variations.