The impact of location, price, and diversity of products on buying interest in Omega Tirosa Store


  • Thomas Austheen Lasa Universitas Pendidikan Nasional
  • Ni Wayan Wijayanti Universitas Pendidikan Nasional



Location, Price, Diversity of Products, Buying Interest


This study aims to determine the relationship between variables, location, price, and product diversity on buying interest in Omega Tirosa Store in Denpasar City conducted in September 2019 to December 2019 by using respondents in Denpasar City. The number of samples taken was 150 respondents using the method of nonprobability sampling, i.e., purposive sampling. Location, Price, and Product Variability Variables were collected using a questionnaire. The results of the multiple linear regression analysis show that the Location, Price, and Product Variability variables have a positive and significant relationship to Purchase Interest shown by each value (Location, 0.103) (Price, 0.205) Product Diversity (0.236). Determination Coefficient Test results show that the Location, Price, and Product Variability Variables influence 17.1% of Purchase Interest, while 82.9% of other variables are not needed. The conclusions that can be drawn from this study are positive and significant locations on the buying interest of Denpasar Omega Tirosa Store, Positive and significant prices on the buying interest of Denpasar Omega Tirosa products, and Product diversity that is positive and significant on the buying interest of Denpasar Omega Tirosa Store, Location, Prices, and Product Diversity together positively and significantly towards buying interest in Omega Tirosa Store in Denpasar. This refers to research showing increasing consumer buying interest Omega Tirosa Store must pay attention to the selection of business locations, directing the prices given to consumers as well as the diversity of products supported.



Akhmad, J. 1996. Analysis of factors affecting consumer behavior of Lesehan stalls on Jalan Protocol Yogyakarta". STIE Widya Wiwaha Journal of Business Studies, (7),14-28.

Fur, H. (2013). Location, product diversity, price, and service quality influence buying interest at Bersehati Calaca Traditional Market. Emba Journal, 1(3).

Liwe, F. (2013). Brand awareness, product diversity, and product quality influence consumer decision making buying at Kentucky fried chicken Manado. EMBA Journal, 1(4), 2097-2116.

Santoso, A., & Widowati, S. (2011). Effect of service quality, facilities, and location on purchase decisions. Journal of Socio-Cultural Dynamics, (2).

Sparks, R. E., & Legault, R. D. (1993), A Definition of quality for total customer satisfaction: The bridge between manufacturer and customer. SAM Advanced Management Journal.

Suwandari, L. (2008). The effect of promotional mix on increasing sales volume of Skiva cosmetics PT. Cosmolab Prima in Purwokerto. Journal of Pro Business, 1.


Alma, B. (2003). Marketing and service marketing. Alfabeta.

Ghozali, I. (2013). Multivariate analysis application with SPSS program (7th ed.). Diponegoro University.

Kasmir, J. (2009). Business feasibility study (2nd Ed). Prenada Media Group.

Kotler, P. (2002), Marketing Management (2nd ed.). PT Prenhallindo.

Kotler, P. (2005). Marketing Management (11th ed.). Prenhalindo.

Kotler, P. (2009). Marketing management. PT Index.

Kotler, P., & Armstrong, G. (2001). Fundamentals of Marketing. Prenhalindo.

Kotler, P., & Keller, K. (2009). Marketing Management (13th ed.). Erlangga

Kusrianto, A. (2009). Introduction to visual communication design. CV. Andi Offset.

Lamb, C. W., Hair, J.F., & Daniel, M. C. (2001). Marketing. Salemba Empat.

Lupiyoadi, R. & Hamdani, A. (2009). Marketing Management (2nd ed.). Salemba Empat.

Rangkuti, F. (2009). Creative Promotion Strategy (1st ed.). Gramedia Pustaka Utama.

Schiffman, & Kanuk. (2007). Consumer behavior. (2nd Ed.). PT. Gramedia Index.

Sugiyono. (2004). Research Statistic (5th ed.). Alfabeta.

Sugiyono. (2014). Mixed Methods. Alfabeta.

Supranto. (2001). Measurement of customer satisfaction level to increase market share. Rineka Cipta.

Suwarman, U. (2004). Consumer behavior theory and its application in marketing. PT Ghalia Indonesia, Bogor.

Swastha, B. & Irawan. (2000). Marketing management modern. Liberty

Swastha, B. & Irawan. (2001). Marketing principles. Liberty.

Tjiptono, F. (2014), Service marketing – principles, application, and research. Andi Offset.


Dwiyanti, E. (2008). Analysis of factors influencing consumers' purchase intention to mandiri internet banking services (Case study on Jakarta public works department employees) [Undergraduate thesis]. Diponegoro University.

Ghanitama, F. (2012). Analysis of the effect of price, product quality, and location on purchase decisions (Study on buyers of milkfish products juwana elrina Semarang) [Undergraduate thesis]. Diponegoro University.




How to Cite

Lasa TA, Wijayanti NW. The impact of location, price, and diversity of products on buying interest in Omega Tirosa Store . REVENUE [Internet]. 2021Apr.30 [cited 2024Jun.25];2(1):48-57. Available from: