Comparative Study of Price, Service Quality, and Innovation for Buying Decisions: Case Study Lottemart as Hypermarket

Now many trading companies are engaged in retail trade in the form of shops, mini markets, department stores, supermarkets and others. The increasingly fierce retail business competition requires management to be careful in determining a competitive strategy to create customer loyalty and dominate the market. This study aims to compare Lottemart superior strategies as a hypermarket through variable price, service quality and product innovation to consumer purchase decision. The evaluation of this comparison process uses multiple linear regression to measure the effect partially or simultaneously. The number of samples taken in this study as many as 100 respondents scattered in the city of Bandung. The result of this research shows the quality of service and innovation partially has a significant influence on the purchasing decision, while the reverse price variables, and simultaneously all the independent variables have a considerable impact on the dependent variable by contributing 14.2%. And that means Lottemart should further improve the quality of service and innovation compared to price variables in improving customer purchasing decisions.