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September 5, 2025Journal of Management Small and Medium Enterprises (SMEs)Open Access

The Influence of Product Diversity and Store Location on Purchase Decisions of Consumers at Viera Oleh-Oleh Pekanbaru

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Authors

CRCindy Dwi RahmadaniLOLie OthmanRiau University

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Implication

Descriptive analysis shows significant positive influence of product diversity and store location on purchase decisions.

Key Points

  • Product diversity positively influences purchasing decisions at the Viera Pekanbaru Souvenir Shop.
  • Store location has a significant positive effect on purchasing decisions, enhancing consumer access.
  • Multiple linear regression analysis demonstrates the combined influence of product diversity and store location.
  • Quantitative methods using a sample of 100 consumers reveal strong trends in shopping behavior.

Cite This Study

Rahmadani et al. (2025) studied this question.

synapsesocial.com/papers/68bb4def6d6d5674bcd01e0bhttps://doi.org/10.35508/jom.v18i2.16822
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Also Consider

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