Pengaruh Promosi, Variasi Produk, Kualitas Produk, Kualitas Pelayanan, Motivasi Hedonisme dan Harga Terhadap Keputusan Pembelian di K3 Mart Graha Pena Surabaya
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Perkembangan Korean Wave yang mendorong meningkatnya minat masyarakat terhadap produk Korea serta munculnya persaingan ritel yang semakin ketat, fluktuasi jumlah pengunjung, dan adanya keluhan terkait pelayanan serta persepsi harga di K3 Mart Graha Pena Surabaya menjadi fenomena yang perlu dikaji lebih lanjut. Penelitian ini dimaksudkan untuk menganalisis bagaimana promosi, variasi produk, kualitas produk, kualitas pelayanan, motivasi hedonisme dan harga mempengaruhi terhadap keputusan pembelian di K3 Mart Graha Pena Surabaya. Pendekatan kuantitatif digunakan dalam studi ini melalui metode survei kepada para konsumen yang pernah berbelanja di K3 Mart Graha Pena Surabaya. Data dikumpulkan dari penyebaran kuesioner dan diperoleh data sebanyak 110 responden yang pernah berbelanja di K3 Mart Graha Pena Surabaya. Hasil penelitian menunjukkan bahwa promosi, variasi produk, kualitas produk, kualitas pelayanan, motivasi hedonisme dan harga memiliki dampak yang berarti terhadap keputusan pembelian di K3 Mart Graha Pena Surabaya. Secara spesifik, kualitas produk dan motivasi hedonisme memiliki pengaruh paling kuat terhadap keputusan pembelian, diikuti oleh faktor promosi, variasi produk, kualitas pelayanan dan harga. Hasil studi ini memberikan kontribusi praktis bagi pengelola K3 Mart Graha Pena Surabaya dalam menyusun strategi pemasaran untuk meningkatkan keputusan pembelian konsumen di K3 Mart Graha Pena Surabaya. Selain itu, hasil ini turut memperkaya wacana akademik mengenai faktor – faktor yang mempengaruhi keputusan pembelian.
Kata Kunci: Promosi, Variasi Produk, Kualitas Produk, Kualitas Pelayanan, Motivasi Hedonisme, Harga, Keputusan Pembelian
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DOI: https://doi.org/10.37531/yume.v9i2.11469
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