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The Effect of Product Variance on Purchasing Decisions

Primarasa Crackers
Ridwan Maulana
Fakultas Kewirausahaan, Universitas Garut

Article Info: Abstract

Received 10 June 2020 This study discusses the effect of product variance on the purchasing decision of Primarasa
Received in revised 10 December 2021 crackers; this study aims to determine or analyze whether there is a significant influence of
Accepted 10 January 2021 product variance on the purchasing decision of Primarasa crackers. This research used a
Available online 21 February 2021 descriptive study of 30 respondents of Primarasa cracker consumers who had or had
consumed Primarasa crackers. The data analysis technique is a simple linear regression using
ISSN: 2722-354X statistical product and service solution 22 (SPSS) applications. The data used in this study
DOI: - are primary and secondary data obtained through journals, literature, and scientific papers
with relevant sources. The primary data collection technique is a questionnaire that contains
several questions through a google form with respondents' answers based on a scale of liker
1-5, 1 (strongly disagree), 2 (disagree), 3 (neutral), 4 (agree), 5 (strongly agree). The
conclusion obtained in this study is that product variance has a significant effect on purchase
satisfaction.

Keywords Product Variances; Purchase Decision

Paper Type Research Paper

Introduction
Crackers are a very familiar type of food loved by almost everyone, from children to adults. Snacks in the community are an
inseparable necessity in everyday life. Types of crackers in Indonesia have many variations, including rose crackers, shrimp crackers,
onion crackers, rambak crackers, and others. The increasing intelligence of consumers and the increasing choice of products available
in the market give rise to fierce competition among manufacturers in an effort to fight for consumers' attention to buy their products. The
business actors of making crackers also vary. Based on the scale of the industry, it starts from home industries (Home Industry), small
industries, medium industries, and large industries. The production process also varies, some are traditionally processed with simple
equipment, and some are processed with modern machines (Agustina & Saputro, 2018).
The ever-increasing needs of consumers have become a business opportunity. This is the rationale for business actors to meet
consumers' needs, desires, and expectations. So as not to turn to competitors despite changes. One of the company’s goals is to
maintain its performance to achieve a certain level of growth. The company will try to dominate the market with various marketing
strategies and services to maximize profit with optimal performance efficiency. In other words, Marketing is a total system of business
activities designed to plan, determine prices, promote and distribute goods that can satisfy desires and achieve the target market as
well as the goals of the company (Lisa, 2018).
One of the company’s goals is to maintain its performance to achieve a certain level of growth. The company develops continuously
develops product variations in line with changes and desires. Product variations can overcome the saturation of a product and can also
provide an opportunity for buyers to compare and distinguish a product to be purchased.

Literature Review
1. Product Variance
Along with the changing trends and market demands that are constantly evolving, we are always required to provide the best service
and product quality; we need to think of the right way to offer products so that consumers are willing to repurchase them and more.
Product variation companies must consider improving product performance; if the product is not diverse, then the product will
undoubtedly be less competitive with other products (Faradisa et al., 2016). The product variety is a sales technique by making efforts
to make our customers spend their money on products whose total amount is higher than their previous shopping planning. Product
variations carried out by Primarasa crackers in carrying out new variations to increase their sales; these variations can be done in
various ways in the form of variations in size, price, taste, and appearance, which are components of product variations that can be
used as a differentiator from competing products. The product variety is a separate unit within a brand or product line that size can
distinguish size, price, and other features product variations can be interpreted as products that have different designs or types and
are produced by a factory, product differences include differences in shape and size (Kotler et al., 2018). Indicators of product
variations are size, price, display and ingredients (Nurrahman & Utama, 2016).
2. Purchasing Decision
Every industry strives to survive and compete by highlighting the advantages and uniqueness of each product to satisfy consumer needs.
Consumer satisfaction is the main source for achieving company goals (Ariyanto & Parjono, 2020). Consumer satisfaction is the point of
success of a company because consumers will do whatever it takes when they feel satisfied. The company can be successful if it can
meet the needs and desires of consumers satisfactorily or exceed the expectations of its consumers (Bahrudin & Zuhro, 2015).
Purchasing decisions can be caused by quality as dynamic condition related to products, services, people, processes and environments
that meet or exceed expectations (Setiawan & Setiawan, 2018). The suitable price for buyers makes them loyal to the product. Loyal
income is an essential asset for the company. This can be seen from its characteristics. Loyalty can be formed through the right price
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policy. The typology of the consumer decision-making process is: The level of decision making and the level of involvement in purchases
is influenced by stimulus (Solomon, 2018). In other words, whether a person feels involved or not in a product is determined by whether
he feels essential or not in making decisions on purchasing products or services. There are decisions made by buyers, namely: 1) Brand
choice, 2) Dealer, 3) Quantity, 4) Timing, and 5) payment method (Kotler et al., 2018). The purchasing decision is an integration
process that combines to evaluate two or more alternative behaviors and choose one. Indicators used to measure consumer purchasing
decisions include: 1) Decisions on available products, 2) Decision on the price given, dan 3) Decisions on the services provided.
Based on the theories that have been described, the variable influence of product variance on the purchase decision of Primarasa
crackers, it can be concluded that the hypothesis proposed by the investigator is as follows:
Ho: Product variance has not a significant effect on purchase decision
Ha: Product variance has a significant effect on purchase decision

Product Purchase
Variance Decision

Figure 1. Research Framework

Source: (Kang et al., 2020)

Methodology/Materials
The type of research to be used is quantitative descriptive research. The illustrative method can be interpreted as a problem-solving
procedure that is investigated by describing the state of the subject or object in the study, which can be symptoms and events, and
analyzing the data used to obtain conclusions using appropriate interpretations. In obtaining data on descriptive research designs,
researchers conduct surveys. Surveys are an alternative communication method by asking respondents questionnaires in structured
questions.
The target population in this study was customers who had consumed Primarasa crackers. Meanwhile, this research observation unit
is consumers who have purchased Primarasa cracker products. A formula for the magnitude of the sample by referring to the number of
independent variables, namely N ≥ 50 + 8i (i is the number of independent variables) (Permana, 2020). Then the number of samples
to be used is 66 respondents based on the calculation of 50 + 8 (1). The respondent criteria determined by researchers in this study
were men and women who often bought Primarasa cracker products. To determine the presence or absence of the influence of the
independent variable (X) on the dependent variable (Y) can be used a simple linear regression analysis model with an equation model.
This data is processed using the Statistical Product and Service Solution (SPSS) version 22. The data was used to determine the
magnitude of the influence of product variance on customer satisfaction (Imansyah & Irawan, 2017). Interval scale as a scale that
allows researchers to perform arithmetic calculations on data collected from respondents. Measurements do not have an absolute zero
value. A commonly used measure of consumer attitudes in marketing research is the Likert scale. The Likert scale is a scale that asks the
respondent to respond to the extent to which he agrees or disagrees about an object being perceived, i.e., strongly agrees, agrees, is
neutral, disagrees, and strongly disagrees.

Result
Respondents in this study numbered 30 consumers of Primarasa crackers with characteristics: (1) 19, or 63.3%, were male, and 11
respondents, or 36.7,% were female. (2) 19 respondents or 63.3% students, 7 respondents or 23.3% employees, 4 respondents or
13.3% self-employed. Product variance variables have 4 dimensions: variations in size, price, taste, and appearance. The
questionnaire data will be described in the table the average value of the variables and the dimensions of the variance of the
Primarasa cracker product.

No Dimension Average Category

1 Size 4.33 Strongly Agree
2 Price 4.20 Strongly Agree
3 Taste 4.13 Strongly Agree
Table I. Product Variance 4 Display 4.13 Strongly Agree
Source: Author

Based on the data processing results with Excel on 30 respondents, the average value of the product variation variable is high. The
measure is depicted by the consumer's perception of the frequency of consumption. The affordability of consumers depicts the price of
the purchase of Primarasa crackers. Taste is described by consumer perception of the advantages of other products. The look is shown
in the uniqueness of the Primarasa crackers. The purchase decision variable has 5 dimensions: Brand choice, Dealer, Quantity, Timing,
and Payment method. The questionnaire data will be described in table 2 the average value of the variables and dimensions of the
decision to purchase Primarasa crackers.

No Dimension Average Category

1 Brand choice 4.20 Strongly Agree
2 Dealer 4.33 Strongly Agree
3 Quantity 4.17 Strongly Agree
4 Timing 4.05 Strongly Agree
Table 2. Purchase Decision 5 Payment method 4.07 Strongly Agree
Source: Author
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Based on the results of data processing with Excel on 30 respondents, the average value of the Primarasa cracker purchase
decision variable is tingi. Band choice is illustrated by consumer perceptions of the large selection of products on the market. Dealers
are described by consumer perceptions of the alternatives to be chosen in shipping. Quantity is illustrated by the company's ability to
make the brand the choice of consumers. Timing is described by the company's degree of flexibility in delivering a product. The
payment method is defined by the company's ability to provide payment tools to make transactions easier.

ANALYSIS OF THE EFFECT OF PRODUCT VARIANCE ON PURCHASING DECISIONS

The first analysis is carried out to determine the value of the regression coefficient on each product dimension variance to the
purchase decision size. The analysis results can be seen in Table 3 regression Coefficient.

Dimension Regression Error T- P-

Decision
Coefficient Standards value Value
X And
Constant 0.147 0.860 0.171 0.866
Size 0.373 0.214 1.741 0.094 No effect
Price 0.179 0.242 0.737 0.468 No effect
Brand Choice No effect
Taste 0.162 0.263 0.616 0.543
Display 0.198 0.246 0.805 0.429 No effect
Constant 1.245 0.607 2.049 0.051
Size 0.386 0.151 2.555 0.017 Effect
Price 0.217 0.171 1.272 0.215 No effect
Dealer No effect
Taste -0.294 0.186 -1.584 0.126
Display 0.416 0.173 2.396 0.024 Effect
Constant 0.277 0.491 0.564 0.578
Size 0.266 0.122 2.175 0.039 Effect
Price 0.343 0.138 2.479 0.020 Effect
Quantity No effect
Taste -0.159 0.150 -1.055 0.301
Display 0.472 0.140 3.366 0.002 Effect
Constant 0.068 0.779 0.088 0.931
Size 0.233 0.194 1.202 0.241 No effect
Price -0.098 0.219 -0.448 0.658 No effect
Timing No effect
Taste 0.426 0.238 1.786 0.086
Display 0.430 0.223 1.931 0.065 No effect
Constant 0.140 0.807 0.174 0.863
Size 0.402 0.201 2.000 0.057 No effect
Table III. Analysis of effect product varience to Price Payment 0.024 0.227 0.106 0.917 No effect
purchase decision Taste Method -0.162 0.247 -0.655 0.518 No effect
Source: Author Display 0.666 0.231 2.889 0.008 Effect

The second analysis is carried out to determine the relationship between the product variance and the purchase decision. The test
was carried out using the values of the relationship coefficient and the coefficient of determination contained in Table 4—summary
model.

Table 3. Model Summary

Source: Author

Based on Figure 1, the relationship coefficient between product variance and purchase decision is expressed with an R-value of
0.827. If the coefficient interval is > 0.60, it shows that the level of connection between product variance and purchasing decisions is
high. While the R2 value of 0.683 is expressed as a coefficient of determination between the product variance and the purchase
decision. That is, the product variance influences the purchase decision by 68.3%. Meanwhile, 31.7% is another independent variable
outside the regression model.
The third analysis is conducted to determine whether the product variance dimensions influence the purchase decision. This study will
test the main hypothesis: Ha: product variance significantly affects cracker purchase decisions. The test was performed using the
significance values found in table 5.

Table 4. Anova
Source: Author
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Based on Table 4, if the significant value (Sig) is 0.000 < 0.05, it can be concluded that Ha is accepted. Product variance (X)
significantly affects cracker purchase decisions (Y). Based on the analysis results, the dimensions of product variance that influence
purchasing decisions describe consumer perceptions of various Primarasa cracker products on the market to make them attractive for
consumers and allow consumers to choose or consume the cracker products they want. In addition, all circles of society can reach it at a
relatively low price.

Conclusion
Based on the analysis carried out above, the researcher got the results to answer the formulation of the research problem with the
conclusion that the study results showed that product variance had a significant effect on the decision to buy crackers. For further
researchers, it is hoped that this research can be a reference in the following research in developing this research. For researchers who
want to conduct similar research on other cracker companies, hopefully, this research can be an additional data on the effect of
product variance on purchasing decisions.

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Corresponding author
Ridwan Maulana can be contacted at: 24081118012@fkwu. uniga.ac.id

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