Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)

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The Determinant of Purchase Decisions at Telecommunications Retail

Authors
Anni Rahimah1, *, Lidya Veronica Christy Rihidima1
1Department of Business Administration, Faculty of Administrative Sciences, Brawijaya University, Malang, Indonesia
*Corresponding author. Email: anni@ub.ac.id
Corresponding Author
Anni Rahimah
Available Online 1 August 2023.
DOI
10.2991/978-2-38476-090-9_7How to use a DOI?
Keywords
Retail Mix; Theory of Planned Behavior; Local Retail
Abstract

This study aims to: determine the effect of retailing mix variables that simultaneously influence purchasing decisions, determine the effect of retailing mix variables that partially influence purchasing decisions, and determine retailing mix variables that have a dominant influence on purchasing decisions at Topsell. The type of research used is explanatory research. This study uses the method of distributing questionnaires for data collection techniques. In this study, 120 people were selected as respondents, and the sample was taken using the purposive sampling method. Data analysis in this study used descriptive analysis and multiple linear regression because the variables in the study were more than two variables. For data analysis, researchers used SPSS application assistance to obtain the results. This study shows that product, place, promotion, price, presentation, and personnel variables together significantly influence purchasing decisions at Topsell. In addition, the individual product, place, promotion, price, presentation, and personnel variables also significantly influence purchasing decisions at Topsell. Furthermore, it is known that personnel is the dominant variable in influencing purchasing decisions at Topsell.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
1 August 2023
ISBN
10.2991/978-2-38476-090-9_7
ISSN
2352-5398
DOI
10.2991/978-2-38476-090-9_7How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Anni Rahimah
AU  - Lidya Veronica Christy Rihidima
PY  - 2023
DA  - 2023/08/01
TI  - The Determinant of Purchase Decisions at Telecommunications Retail
BT  - Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)
PB  - Atlantis Press
SP  - 63
EP  - 72
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-090-9_7
DO  - 10.2991/978-2-38476-090-9_7
ID  - Rahimah2023
ER  -