Analisis Preferensi Konsumen: Dampak Persepsi Harga, Variasi Produk, dan Layanan Belanja pada Bisnis Ritel Pesantren
DOI:
https://doi.org/10.47065/arbitrase.v6i2.2799Keywords:
Price Perception; Product Variations; Shopping Service; Purchasing Decision; Theory of Reasoned ActionAbstract
Most studies on retail consumer behavior focus on large-scale modern retail networks and have not examined the socio-religious context of pesantren-based retail. Moreover, the dominance of descriptive qualitative approaches limits empirical explanations of relationships among determinants of purchase preference. This study aims to analyze the effects of price perception, product completeness, and service quality on consumer purchase preferences at Hasbuna Swalayan Tegalrejo using a quantitative approach grounded in the Theory of Reasoned Action (TRA). The research employed a causal–associative design with purposive sampling of 100 active respondents. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression with classical assumption tests using EViews 13. The results show that price perception (t = 5.01; ? = 0.464) and service quality (t = 6.67; ? = 0.420) have positive and significant effects on purchase preference, while product variation is not significant (t = 1.45). Simultaneously, the model explains 79.3% of the variance in purchase preference, indicating that consumer decisions are more influenced by economic value and service experience. Theoretically, this study extends the application of TRA within a religious economic context and offers strategic implications for managing pesantren-based retail.
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