THE INFLUENCE OF PRICING STRATEGY AND STORE CONVENIENCE ON CONSUMER BUYING DECISIONS OF SELECTED SUPERMARKET IN MANADO NORTH SULAWESI

Abstract

The purpose of this study is to find the significant influence of pricing strategy and store convenience on consumer buying decision and analyzing the result in terms of demographic characteristics which is gender, age, and occupation. This study used descriptive research methodology to explain the influence of pricing strategy and store convenience as independent variables on consumer buying decision as dependent variable. Population of this study is the retail shoppers in Manado that either had visiting or had shopping experience in the supermarket and sampling method used is non-probability sampling. A total of 320 completed self-administrated questionnaires were used for analyzing. Simple linear regressions and multiple linear regressions method are used to describe the significant influence of pricing strategy and store convenience on consumer buying decision and there were also significant contribution in terms of demographics characteristics; gender, age, and occupation to the influence of pricing strategy and store convenience on consumer buying decision.