The Influence of Product Completeness, Price, Store Location and Promotion on the Purchase Intention of Sari Roti Products (Case Study of Alfamidi in Manado City, North Sulawesi Province)

Abstract

This study aims to analyze the effect of product completeness, price, store location, and promotion on purchasing interest in Sari Roti products at Alfamidi in Manado City, both simultaneously and partially. Alfamidi was chosen because it is one of the main retail chains that sells Sari Roti in Manado. A decrease in purchasing interest can have a negative impact on sales, so it is important to understand the factors that influence it. This study uses a quantitative descriptive approach. Data were collected through questionnaires distributed to 236 consumers who purchased Sari Roti products at 10 Alfamidi outlets with the highest sales in Manado City, from a population of 377 people. Sampling was carried out with inclusion criteria, with a sample range of 50 to 500 people in the period from September to October 2024. The analysis methods used include validity tests, reliability tests, classical assumption tests, hypothesis tests, and multiple linear regression using SPSS version 27. The results showed that product completeness, price, store location, and promotion had a positive and significant effect on purchasing interest simultaneously and partially. Therefore, Alfamidi and Sari Roti management need to consider these factors to increase consumer purchasing interest.