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Authors: D. A. Harahap 1 ; Ratih Hurriyati 2 ; V. Gaffar 2 and D. Amanah 3

Affiliations: 1 Universitas Isam Sumatera Utara, Indonesia ; 2 Universitas Pendidikan Indonesia, Indonesia ; 3 Universitas Negeri Medan and Indonesia, Indonesia

Keyword(s): Location, Product Completeness, Consumer Buying Decision, Small and Medium Enterprise (SMEs).

Abstract: This study aims to analyze the effect of location and product completeness on buying decision of the consumer market of the case Small and Medium Enterprise (SMEs) on Pajak USU (Pajus) Medan Indonesia, This research uses quantitative approach with explanatory research type and processed statistically with multiple linier regression method. The results showed that the variable of location and product completeness partially gives positive significant effect on buying decisions, while simultaneously variable location and product completeness also gives affect towards buying decision. These findings indicate that the location and availability of a more complete product into consideration of consumer choice comes to the place to buy the product. The results of research can be treated as a reference for SMEs markets in offering products with respect to the strategic location and completeness of products sold, so that the consumers want to come and they are interested in buying in the market.

CC BY-NC-ND 4.0

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Paper citation in several formats:
Harahap, D.; Hurriyati, R.; Gaffar, V. and Amanah, D. (2018). The Effect of Location and Products Completeness to Consumer Buying Decision of Small and Medium Enterprise Market. In Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME; ISBN 978-989-758-333-9; ISSN 2184-3368, SciTePress, pages 30-33. DOI: 10.5220/0007114200300033

@conference{gc-bme18,
author={D. A. Harahap. and Ratih Hurriyati. and V. Gaffar. and D. Amanah.},
title={The Effect of Location and Products Completeness to Consumer Buying Decision of Small and Medium Enterprise Market},
booktitle={Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME},
year={2018},
pages={30-33},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007114200300033},
isbn={978-989-758-333-9},
issn={2184-3368},
}

TY - CONF

JO - Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME
TI - The Effect of Location and Products Completeness to Consumer Buying Decision of Small and Medium Enterprise Market
SN - 978-989-758-333-9
IS - 2184-3368
AU - Harahap, D.
AU - Hurriyati, R.
AU - Gaffar, V.
AU - Amanah, D.
PY - 2018
SP - 30
EP - 33
DO - 10.5220/0007114200300033
PB - SciTePress

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