Determinants Of Consumers' Purchase Decisions For Modern Retail In Medan City

Abstract

The increase in retail business in a company is caused by many factors. Therefore, it is necessary to test variables that are considered appropriate to support the progress of retail business. Like this study will test whether production quality, service quality, and emotional affect purchases and loyalty by consumers in retail companies in Medan city. In this study, quantitative methods were used to collect data. The results of the study indicate that product quality has an influence on consumer purchases and loyalty; service quality also has a significant and positive influence on consumer purchases and loyalty; and emotional variables also have a significant influence on consumer purchases and loyalty, making them continue to buy the same product.