The Rapid Development of Retail Business in Indonesia

Oct 13, 2025 by leolavanderia.com.br 17 views

Analysis of the Effect of Service Quality, Promotion, Products, and Prices on Consumer Purchasing Decisions in Kasimura Supermart in Medan

The Rapid Development of Retail Business in Indonesia

The retail business in Indonesia has been experiencing rapid growth in recent years. The presence of various modern retail businesses has given a new color to the retail industry in the country. The rapid development of economic growth is also followed by the development of various modern supermarkets in big cities, including Medan. The presence of supermarkets is a reflection of changes in the lifestyle of urban society, where they are increasingly critical in choosing a place to shop. This study aims to analyze the effect of service quality, promotion, product, and price on consumer purchasing decisions at Kasimura Supermart, Medan.

Understanding the Factors that Influence Consumer Purchasing Decisions

Consumer purchasing decisions are influenced by various factors, including service quality, promotion, product, and price. Service quality refers to the level of service provided by the store, including the friendliness and helpfulness of the staff, the speed and ease of transaction processes, and the overall shopping experience. Promotion refers to the marketing strategies used by the store to attract and retain customers, including advertising, social media, and loyalty programs. Product refers to the quality and variety of products offered by the store, including the availability of products and the level of product knowledge provided by the staff. Price refers to the competitiveness of the prices offered by the store, including the level of discounts and promotions offered.

The Importance of Service Quality

Service quality is a critical factor in influencing consumer purchasing decisions. A store with high service quality is more likely to attract and retain customers, as customers are more likely to return to a store that provides a positive and satisfying shopping experience. Service quality can be measured by factors such as the friendliness and helpfulness of the staff, the speed and ease of transaction processes, and the overall shopping experience.

The Role of Promotion in Influencing Consumer Purchasing Decisions

Promotion is another critical factor in influencing consumer purchasing decisions. A store with effective promotional strategies is more likely to attract and retain customers, as customers are more likely to be drawn to a store that offers attractive and relevant promotions. Promotion can be measured by factors such as the level of advertising, the use of social media, and the level of loyalty programs offered.

The Impact of Product Quality on Consumer Purchasing Decisions

Product quality is also a critical factor in influencing consumer purchasing decisions. A store with high-quality products is more likely to attract and retain customers, as customers are more likely to return to a store that offers products that meet their needs and expectations. Product quality can be measured by factors such as the availability of products, the level of product knowledge provided by the staff, and the overall quality of the products offered.

The Effect of Price on Consumer Purchasing Decisions

Price is also a critical factor in influencing consumer purchasing decisions. A store with competitive prices is more likely to attract and retain customers, as customers are more likely to be drawn to a store that offers prices that are lower than those of competitors. Price can be measured by factors such as the level of discounts and promotions offered, the overall pricing strategy, and the level of price transparency.

Research Methods

This study uses a quantitative descriptive method with the explanatory approach. Data was collected from 100 respondents who were Kasimura Supermart consumers in 2011, were chosen using accidental sampling techniques. Data was collected through questionnaires and documentation studies, then analyzed using multiple linear regression, F test, and T test with the help of the SPSS program.

Research Results

The results showed that simultaneously, service quality, promotion, product, and price had a positive and significant effect on consumer purchasing decisions at Kasimura Supermart. That is, the better the quality of service, the more intense promotion, the more quality the product, and the more competitive the price, the higher the possibility of consumers to make purchases at Kasimura Supermart.

Partially, research also shows that each factor, namely the quality of service, promotion, product, and price, positive and significant effect on consumer purchasing decisions. This shows that each of these factors has an important role in influencing consumer purchasing decisions.

Conclusions and Recommendations

Based on the results of the study, it can be concluded that the quality of service, promotion, product, and price have a significant influence on consumer purchasing decisions in Kasimura Supermart. Kasimura Supermart needs to maintain and improve the quality of services, promotional strategies, product quality, and price policies to continue to attract and maintain consumers.

Tips to Improve Consumer Purchasing Decisions

Some tips that can be applied by Kasimura Supermart to improve consumer purchasing decisions, including:

Strengthening Service Quality

Kasimura Supermart can increase employee professionalism, provide training to increase product knowledge, and increase the speed and ease of transaction processes.

Improving Promotional Strategies

Kasimura Supermart can take advantage of social media, hold attractive promotional programs, and provide rewards to loyal consumers.

Paying Attention to Product Quality

Kasimura Supermart can provide quality products, with complete choices and in accordance with consumer needs.

Determining Competitive Prices

Kasimura Supermart can analyze product prices in competitors and determine competitive prices, but still profitable.

By continuing to strive to improve these four factors, Kasimura Supermart can increase consumer satisfaction and increase sales.

Limitations of the Study

This study has some limitations. The study only focuses on the effect of service quality, promotion, product, and price on consumer purchasing decisions at Kasimura Supermart, and does not consider other factors that may influence consumer purchasing decisions. The study also uses a quantitative descriptive method, which may not capture the complexity of consumer purchasing decisions.

Future Research Directions

Future research can build on this study by exploring other factors that influence consumer purchasing decisions, such as the role of technology in influencing consumer purchasing decisions, the impact of social media on consumer purchasing decisions, and the effect of consumer demographics on consumer purchasing decisions.

Conclusion

In conclusion, this study provides insights into the effect of service quality, promotion, product, and price on consumer purchasing decisions at Kasimura Supermart. The study shows that these four factors have a significant influence on consumer purchasing decisions, and that Kasimura Supermart needs to maintain and improve these factors to continue to attract and maintain consumers. The study also provides some tips that can be applied by Kasimura Supermart to improve consumer purchasing decisions.
Frequently Asked Questions (FAQs) about the Effect of Service Quality, Promotion, Products, and Prices on Consumer Purchasing Decisions in Kasimura Supermart in Medan

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of service quality, promotion, product, and price on consumer purchasing decisions at Kasimura Supermart in Medan.

Q: What is the research methodology used in this study?

A: This study uses a quantitative descriptive method with the explanatory approach. Data was collected from 100 respondents who were Kasimura Supermart consumers in 2011, were chosen using accidental sampling techniques. Data was collected through questionnaires and documentation studies, then analyzed using multiple linear regression, F test, and T test with the help of the SPSS program.

Q: What are the key findings of this study?

A: The results showed that simultaneously, service quality, promotion, product, and price had a positive and significant effect on consumer purchasing decisions at Kasimura Supermart. That is, the better the quality of service, the more intense promotion, the more quality the product, and the more competitive the price, the higher the possibility of consumers to make purchases at Kasimura Supermart.

Q: What are the implications of this study?

A: The study implies that Kasimura Supermart needs to maintain and improve the quality of services, promotional strategies, product quality, and price policies to continue to attract and maintain consumers.

Q: What are some tips that can be applied by Kasimura Supermart to improve consumer purchasing decisions?

A: Some tips that can be applied by Kasimura Supermart to improve consumer purchasing decisions, including:

Strengthening service quality by increasing employee professionalism, providing training to increase product knowledge, and increasing the speed and ease of transaction processes.
Improving promotional strategies by taking advantage of social media, holding attractive promotional programs, and providing rewards to loyal consumers.
Paying attention to product quality by providing quality products, with complete choices and in accordance with consumer needs.
Determining competitive prices by analyzing product prices in competitors and determining competitive prices, but still profitable.

Q: What are the limitations of this study?

A: This study has some limitations. The study only focuses on the effect of service quality, promotion, product, and price on consumer purchasing decisions at Kasimura Supermart, and does not consider other factors that may influence consumer purchasing decisions. The study also uses a quantitative descriptive method, which may not capture the complexity of consumer purchasing decisions.

Q: What are some future research directions?

A: Future research can build on this study by exploring other factors that influence consumer purchasing decisions, such as the role of technology in influencing consumer purchasing decisions, the impact of social media on consumer purchasing decisions, and the effect of consumer demographics on consumer purchasing decisions.

Q: What are the benefits of this study?

A: The benefits of this study include:

Providing insights into the effect of service quality, promotion, product, and price on consumer purchasing decisions at Kasimura Supermart.
Identifying the key factors that influence consumer purchasing decisions.
Providing tips that can be applied by Kasimura Supermart to improve consumer purchasing decisions.
Contributing to the body of knowledge in the field of marketing and consumer behavior.

Q: What are the implications for business and marketing practitioners?

A: The implications for business and marketing practitioners include:

The importance of maintaining and improving the quality of services, promotional strategies, product quality, and price policies to attract and maintain consumers.
The need to consider the role of technology in influencing consumer purchasing decisions.
The importance of understanding the impact of social media on consumer purchasing decisions.
The need to consider the effect of consumer demographics on consumer purchasing decisions.

Q: What are the implications for future research?

A: The implications for future research include:

Exploring other factors that influence consumer purchasing decisions.
Investigating the role of technology in influencing consumer purchasing decisions.
Examining the impact of social media on consumer purchasing decisions.
Investigating the effect of consumer demographics on consumer purchasing decisions.