Analisis Pengaruh Kelengkapan Produk Terhadap Keputusan Pembelian Konsumen Di Swalayan Serba-Serbi Desa Selatbaru Bengkalis (Studi Kasus Masyarakat Kecamatan Bantan)

This study aims to analyze the effect of product completeness on consumer purchasing decisions at Serba-Serbi Supermarket in Selatbaru Village, Bengkalis. Product completeness is one of the factors that influences consumer purchasing decisions because consumers tend to choose supermarkets that are able to provide a wide variety of products and fulfill their needs in one place. Therefore, this study examines the influence of product completeness on consumer purchasing decisions at Serba-Serbi Supermarket in Selatbaru Village, Bengkalis. This study employs a quantitative method with an associative approach. Data were collected through questionnaires distributed to 100 respondents selected using purposive sampling. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, and simple linear regression analysis, utilizing SPSS version 25.
The results indicate that product completeness has a positive and significant effect on consumer purchasing decisions at Serba-Serbi Supermarket in Selatbaru Village, Bengkalis. The Adjusted R Square value of 0.483 indicates that product completeness explains 48.3% of the variation in consumer purchasing decisions, while the remaining 51.7% is influenced by other factors outside the scope of this study. Therefore, the more complete the products offered by the supermarket, the higher the consumers' purchasing decisions.