Putri Laura, Putri (2026) PENGARUH LOKASI DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Empiris Pada Konsumen UMKM di Kawasan Bundaran Serayu Kota Madiun). S1 thesis, Universitas PGRI Madiun.
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Abstract
Putri Laura. 2026. The Influence of Location and Product Diversity on Purchasing Decisions through Purchase Intention as an Intervening Variable among MSME Consumers in the Serayu Roundabout Area, Madiun City. Thesis. Management Study Program, Faculty of Economics and Business, Universitas PGRI Madiun. Advisor (I) Dr. Diyah Santi Hariyani, S.E., M.Si. Advisor (II) Dian Citaningtyas Ari Kadi, S.E., M.M. This study aims to analyze the influence of location and product diversity on purchasing decisions through purchase intention as an intervening variable among MSME consumers in the Serayu Roundabout Area, Madiun City. The study used a quantitative approach with a sample of 200 respondents selected using a purposive sampling technique. Data collection was conducted through questionnaires and analyzed using SmartPLS. The results showed that location and product diversity had a positive and significant effect on both purchase intention and purchase decisions. Purchase intention also had a positive and significant effect on purchase decisions. Furthermore, purchasing intention mediates the influence of location and product diversity on the purchasing decisions of MSME consumers in the Serayu Roundabout area of Madiun City. Kata Kunci: Lokasi, Keragaman Produk, Minat Beli, Keputusan Pembelian.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Lokasi, Keragaman Produk, Minat Beli, Keputusan Pembelian |
| Subjects: | A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management A Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | PUTRI LAURA PUTRI |
| Date Deposited: | 16 Oct 2026 08:10 |
| Last Modified: | 16 Oct 2026 08:10 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10342 |
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