Faktor yang Memengaruhi Niat Pembelian Ruko di Morowali
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Abstract
This study was conducted to find out the factors that influence the purchase intention of a shop-house in Morowali. The factors that will be analyzed for their influence on purchase intention include quality, perceived price, and location. This study uses a quantitative method by distributing questionnaires to 210 respondents of SMEs in Morowali. With 207 valid data collected and then processed using the PLS-SEM method with the SmartPLS statistical data processing tool. From the research, it can be concluded that perceived price and location factors have a significant positive effect on shop-house purchase intentions in Morowali.
Penelitian ini dilakukan untuk mencari tahu faktor yang memengaruhi niat pembelian terhadap ruko di Morowali. Faktor-faktor yang akan dianalisis pengaruhnya terhadap niat pembelian meliputi kualitas, persepsi harga, dan lokasi. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 210 responden pelaku UMKM di Morowali. Dengan 207 data valid yang terkumpul kemudian diolah menggunakan metode PLS-SEM dengan alat pengolah data statistik SmartPLS. Dari penelitian, dapat disimpulkan bahwa faktor persepsi harga dan lokasi berpengaruh positif signifikan terhadap niat pembelian ruko di Morowali.
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