PENGARUH KEBERAGAMAN PRODUK, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN IKAN HIAS (Study Kasus : Pasar Ikan Hias Parung )

This research aims to examine the influence of product diversity, price and location on ornamental fish purchasing decisions (Case Study: Parung Ornamental Fish Market). The sample for this research is consumers who make purchase transactions at the parung ornamental fish market. Data was collected through a survey with a questionnaire as a data collection tool and had 130 respondents. The aim of this research is to investigate the influence of product diversity, price and location on ornamental fish purchasing decisions (case study: parung ornamental fish market). The results of the research shows that there is a significant influence simultaneously (simultaneously) between product diversity, price and location on the decision to purchase ornamental fish. This means that these three variables together make an important contribution in influencing consumer purchasing decisions.

Keyword : Product Diversity, Price, Location, Purchasing Decisions