The Effect of Product Diversification on Purchasing Decisions at CV. Ayna Factory Sumedang

Abstract

The problem in this research is that business competition, especially in the field of Muslim
fashion, is now getting tougher and there are fluctuations in several categories of fashion
products sold by CV. Ayna Factory Sumedang. This study aims to determine the effect of product
diversification on purchasing decisions at CV. Ayna Factory Sumedang. This study uses
quantitative methods with a survey approach, documentation, data collection techniques, namely
by observation and questionnaires. The population in this study is the average number of
consumers per month who purchase products at CV. Ayna Factory Sumedang, namely 160
people, from the results of calculations using the Slovin formula obtained a total sample of 118
respondents. The sampling technique used accidental sampling. The analysis technique used is
simple linear regression analysis, correlation test, correlation coefficient, coefficient of
determination and F test with data processing using SPSS version 25. The results of the
discussion of the coefficient of determination test show that the effect of product diversification
on purchasing decisions of 57.2%, and the remaining 42.8% is influenced by other factors which
are not discussed in this study. The results of the F test show that simultaneously product
diversification influences purchasing decisions