Determinants Of Nutrifood Purchase Decisions: Layout, Discounts, and Gifts
DOI:
https://doi.org/10.35870/jemsi.v12i5.7018Keywords:
Layout, Discount, Gift, Purchase Decision, NutrifoodAbstract
This research aims to analyze the influence of layout, discounts, and gifts on purchasing decisions for Nutrifood products at Budiman Supermarket, West Sumatra. The type of research used is quantitative with the population being all Budiman Swalayan consumers who have ever purchased Nutrifood products. Since the population size is unknown, the sample size was determined using Cochran's formula, resulting in 97 respondents. Data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) to test the relationships between variables, both partially and simultaneously. The findings show that store layout has a positive and significant influence, indicating that a well-designed layout increases consumers’ likelihood of making a purchase. Discounts, however, are insignificant and slightly negative, suggesting that price reductions are not a key driver and may reduce the perceived quality of health products. In contrast, gifts have a positive and significant effect by enhancing product attractiveness and encouraging purchases. These results highlight that layout improvement and gift-based promotions are more effective marketing strategies than offering substantial discounts. The study also provides useful insights for local retailers and policymakers in developing standards for product placement and promotional practices to strengthen consumer comfort and product literacy.
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