Analysis of the Decision to Choose a Store Seen from Product Quality, Product Diversity, and Digital Communication with Store Image as an Intervening Variable

Abstract

The development of offline stores is facing major challenges to compete with the ease of shopping offered by e-commerce. Before making a purchasing decision, Marketing Management needs to know the right way for consumers to decide to purchase at the store. The purpose of this study was to determine the effect of product quality, Product Diversity, Digital Communication, and Store Image on the decision to choose a store and store image as an intervening variable. The method used in this study was qualitative and statistical description with Partial Least Squares-Structural Equation Modeling (PLS-SEM) Model Analysis with data processing using SmartPLS Version 3.2.9. With a population of 8977 members of the employee cooperative (KOPKAR 71) and a sample of 269 respondents, the data collection technique was a questionnaire distributed to respondents with answers that were collected back as many as 269 responses. The results showed that Product Quality, Product Diversity, digital communication, and store image had a significant positive effect on Store Selection Decisions and Store Image as an intervening variable at the Employee Cooperative in the Nikomas Gemilang Industrial Area.