Analysis Of The Relationship Between Customer Value, Price Perception, And Product Diversity With Consumer Purchases At The Ganeca Poultry Shop Distributor In Tegal

Abstract

This research was conducted at the GANECA Poultry Shop Tegal distributor, which sells fish feed products and must survive amid intense business competition. The store's lack of strategic accessibility causes consumers to seek alternatives or switch stores. The decline in consumer purchases is influenced by various factors, including customer value, price perception, and product diversity. The purpose of this study is to analyze the factors that cause a decline in purchases at GANECA Poultry Shop Tegal Distributor.This study uses an associative approach to examine the relationship between two variables. The data used in this study is primary data. The population and sample of this study are customers of GANECA Poultry Shop Tegal Distributor, determined using the Slovin formula with a total of 100 respondents. The sampling technique used was non-probability sampling and the sampling method used was accidental sampling.The results of the t-test for the three hypotheses were accepted, namely customer value t-count > t-table or 2.531>1.984 and significance 0.013<0.05, meaning that H1 was accepted; The t-value for price perception was >ttable or 3.227>1.984 and the significance was 0.002<0.05, meaning that H2 was accepted; The t-value for product diversity was >ttable and the significance was 0.008<0.05, meaning that H3 was accepted. The F test result obtained Fcount > Ftable or 10.8880 > 2.7 and significance 0.000 < 0.05, meaning H4 is accepted, supported by the coefficient of determination test result of 23%.