The Importance of Product Variation as an Intervention to Improve Purchasing Decisions (A Study on Gubuk Kloning of Sumber Gempong Rice Field Tourism)

Ahmad Nizar Yogatama

The decision to purchase and product variation should be very important for tourists who are shopping in tourist spots such as Sumber Gempong Rice Field Tourism. This is because the number of visitors to Sumber Gempong can reach 3000�4000 tourists on Saturdays and Sundays and 500 visitors on regular days. This research was conducted using quantitative methods. The research was carried out from December 2023 to February 2024. The location of this research is the Gubuk Kloning Strawberry Hut. The population of this study is consumers who come to Gubuk Kloning, which averages 50 visitors per day for 3 months, which is 89 days with a total of 4450 visitors. The sample used in this study is 100 visitors. The sampling technique is simple random sampling. The data collection techniques used are observation, interviews, and questionnaires. The data analysis technique used in this research uses partial least squares. The results of this study are that the location of Gubuk Kloning has a positive and significant effect on the decision to purchase products by visitors to Sumber Gempong Rice Field Tourism; product variation of Gubuk Kloning also has a positive and significant effect on the decision to purchase products by visitors to Sumber Gempong Rice Field Tourism; and finally, product variation is able to be an intervening variable between location and purchasing decisions by visitors to Sumber Gempong Rice Field Tourism at Gubuk Kloning.

2024/06/15

Wisata Sawah Sumber Gempong, Product Variation, Purchasing Decisions, Gubuk Kloning

693

698

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21