UNDERSTANDING PURCHASE DECISIONS IN RETAIL: THE ROLES OF EXPERIENTIAL MARKETING, PRODUCT DISPLAY, PRICE DISCOUNTS, AND LOCATION AT HYPERMART IN PEKANBARU

Abstrak

The purpose of this study is to examine the effects of experiential marketing, product display, price discounts, and location on purchase decisions at Hypermart. This study was conducted in Pekanbaru City, Riau. The population consisted of all residents of Pekanbaru City who had previously purchased products at Hypermart. Since the population size was unknown, the Roscoe formula was used to determine the sample size, resulting in 150 respondents selected using the accidental sampling method. Data were analyzed using path analysis with the assistance of SmartPLS. Based on the research findings, the conclusions are as follows: (1) Experiential Marketing has a significant effect on purchase decisions at Hypermart in Pekanbaru City. (2) Product Display has a significant effect on purchase decisions at Hypermart in Pekanbaru City. (3) Price Discounts have a significant effect on purchase decisions at Hypermart in Pekanbaru City. (4) Location does not have a significant effect on purchase decisions at Hypermart in Pekanbaru City.

Penelitian ini bertujuan untuk mengkaji pengaruh experiential marketing, tampilan produk, diskon harga, dan lokasi terhadap keputusan pembelian di Hypermart. Penelitian ini dilakukan di Kota Pekanbaru, Riau. Populasi dalam penelitian ini adalah seluruh masyarakat Kota Pekanbaru yang pernah melakukan pembelian produk di Hypermart. Karena jumlah populasi tidak diketahui secara pasti, penentuan jumlah sampel menggunakan rumus Roscoe, sehingga diperoleh sebanyak 150 responden yang dipilih dengan menggunakan metode accidental sampling. Data dianalisis menggunakan analisis jalur (path analysis) dengan bantuan perangkat lunak SmartPLS. Berdasarkan hasil penelitian, diperoleh kesimpulan sebagai berikut: (1) Experiential Marketing berpengaruh signifikan terhadap keputusan pembelian di Hypermart Kota Pekanbaru. (2) Tampilan Produk berpengaruh signifikan terhadap keputusan pembelian di Hypermart Kota Pekanbaru. (3) Diskon Harga berpengaruh signifikan terhadap keputusan pembelian di Hypermart Kota Pekanbaru. (4) Lokasi tidak berpengaruh signifikan terhadap keputusan pembelian di Hypermart Kota Pekanbaru.