Consumer interest with regard to product completeness, promotion and location: the case of Indonesia
Economic Annals-ХХI: Volume 188, Issue 3-4, Pages: 127-133
Citation information:
Utari, W., Sudaryanto, Jannah, N., Sobakh, N., & Rusdiyanto (2021). Consumer interest with regard to product completeness, promotion and location: the case of Indonesia. Economic Annals-XXI, 188(3-4), 127-133. doi: https://doi.org/10.21003/ea.V188-15
Woro Utari
PhD (Economics),
Associate Professor,
Faculty of Economics and Business,
Universitas Wijaya Putra
1-3 Jl. Raya Benowo Str., Benowo Surabaya,
East Java, 60227, Indonesia
woroutari@uwp.ac.id
ORCID ID: https://orcid.org/0000-0002-0184-4403
Sudaryanto
PhD (Economics),
Associate Professor,
Faculty of Economics and Business,
Universitas Jember
37 Jl. Kalimantan Str., Jember,
East Java, 68121, Indonesia
sudaryanto.feb@unej.ac.id
ORCID ID: https://orcid.org/0000-0001-9281-3962
Nur Jannah
Lecturer,
Faculty of Economics and Business,
Universitas Wijaya Putra
1-3 Jl. Raya Benowo Str., Benowo Surabaya,
East Java, 60227 Indonesia
nurjanah@uwp.ac.id;
hafamnana2015@gmail.com
ORCID ID: https://orcid.org/0000-0002-4323-1752
Nurus Sobakh
PhD (Economics),
Associate Professor,
Universitas PGRI Wiranegara Pasuruan
27-29 Jl. Ki Hajar Dewantara Str., Tembokrejo, Sub-Distrrict Purworejo,
City Pasuruan, East Java, 67118, Indonesia
nurussobakh2020@gmail.com
ORCID ID: https://orcid.org/0000-0001-5815-203X
Rusdiyanto
PhD Student (Economics),
Faculty of Economics and Business,
Universitas Airlangga
4 Jl. Airlangga Str., Airlangga, Gubeng, Surabaya, East Java, 60286, Indonesia;
Lecturer,
Faculty of Economics,
Universitas Gresik
2B Jl. Arif Rahman Hakim Str., Gresik, City Gresik, East Java, 60111, Indonesia
rusdiyanto.se.m.ak-2017@feb.unair.ac.id
ORCID ID: https://orcid.org/0000-0002-7456-7072
Consumer interest with regard to product completeness, promotion and location: the case of Indonesia
Abstract. The paper deals with the impact of product completeness, promotion and location on consumer interest in buying at Sentra Kuliner Pakal Benowo Surabaya in East Java (Indonesia) in the year 2020. This study is based on a sample of 100 people and conducted with the use of quantitative methods. The findings prove that product completeness affects purchase interest the most; promotion has a medium effect on purchase interest, whereas location has no significant effect on purchase interest. Thus, traders are advised to pay attention to product completeness and promotion in order to maintain consumer purchase interest.
Keywords: Product Completeness; Location; Promotion; Consumer Interest in Bying
JEL Classifications: A10; L34
Acknowledgements and Funding: The authors received no direct funding for this research.
Contribution: The authors contributed equally to this work.
Data Availability Statement: The dataset is available from the authors upon request.
DOI: https://doi.org/10.21003/ea.V188-15
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Received 11.02.2021
Received in revised form 21.03.2021
Accepted 30.03.2021
Available online 10.05.2021