Pengaruh Fasilitas Fisik dan Keragaman Produk Terhadap Minat Beli Masyarakat Umum Pada Ritel Modern di Kota Palangka Raya

Abstrak

This study aims to examine the influence of physical facilities and product variety on the buying interest of the general public regarding modern retail outlets in Palangka Raya City. The study population comprises all consumers who have made purchases at modern retail outlets (Alfamart and Indomaret) more than once. The sample consists of 96 respondents, selected using a non-probability sampling technique—specifically accidental sampling—supported by purposive sampling. Data analysis was conducted using SPSS 27. The results indicate that physical facilities and product variety simultaneously exert a positive and significant influence on buying interest. Individually, both physical facilities and product variety also have a positive and significant impact on buying interest. Based on the adjusted R-square value, physical facilities and product variety account for 60.6% of the influence on the general public's buying interest in modern retail outlets in Palangka Raya City.