Analysis of the Influence of Product Completeness, Service and Price on Consumer Repeat Purchase Decisions

This study aims to determine the effect of product completeness, service, and price on consumer purchasing decisions at Sumber Sehat Departemen Store, Singaraja - Bali. The variables studied were product completeness (X1), service (X2), price (X3) and customer purchasing decision (Y). Product completeness variable has 4 (four) indicators, which are the diversity of products sold, the variety of products sold, the availability of products sold, and the availability of various brands. Service variable have 5 (five) indicators, which are physical facilities, reliability, certainty, responsiveness, empathy. Price variable has 3 (three) indicators, which are price affordability, price competitiveness and price benefits suitablility. Purchasing decision variable has 5 (five) indicators, which are product preference, brand preference, store preference, time preference and quantity preference. The analytical tool used is multiple linear regression with the help of SPSS software. The population in this study is the total consumers of Sumber Sehat Convenience Store in 2021, namely as many as 531 consumers and the sampling method used is Slovin formula with a tolerated margin of error of 5%, so that a sample of 228 respondents is obtained. The results of this study indicate that the variable product completeness, service and price have a positive and significant effect on the consumer purchasing decision variable. Furthermore, the variables of product completeness, services and prices simultaneously have a positive and significant effect on the consumer purchasing decision variable.


INTRODUCTION
Food and clothing needs are consumption needs that are needed by everyone. But the business of providing basic needs is very easy for new competitors to enter. With increasing competition, this has the potential to reduce consumer purchases at a store. Based on Table 1, it can be seen that the growth of consumers at Sumber Sehat stores tends to decrease from 2018 to 2021. In his research, (Widodo, 2016) researched that factors influencing consumer purchasing decisions include product completeness and service quality. Meanwhile, based on and price simultaneously on consumer purchasing decisions at the Sumber Sehat store in Singaraja -Bali.

Consumer Purchase Decision
A consumer's purchasing decision is a process of consumers identifying the problems, needs and desires they have, then looking for information and various alternatives to solve their problems and in the end they make purchases of a product (Harahap et al., 2018). (Keller & Hansen, 2019) Explains the stages in consumer purchasing decisions into five stages, namely problem recognition, gathering information, validating various alternatives, purchasing decisions and post-purchase behavior. (Lemana, 2017) explains that consumer purchasing decisions include product choices, brand choices, store choices, time choices, and quantity choices.

Product Completeness
Product completeness is a combination of the variations provided from a product, the availability of supporting (complementary) products for the main product offered, the availability of details of a product, consistency in maintaining the quality of the product to be offered to consumers, the availability of product quantity must be maintained so that the product will be available when consumers need the product (Fernie et al., 2015). (Lemana, 2017) also explained that product completeness is a combination of the diversity of types of products sold, the variety of products sold, the stock availability of products sold and the types of brands available. Service (Suryati, 2015) explains that service is a combination of physical evidence, reliability, responsiveness, assurance or certainty, and a sense of empathy given by the salesperson in serving a consumer. (Rohaeni & Marwa, 2018) added that there are five indicators in service, including physical facilities, reliability, certainty, responsiveness and empathy.

Price
Price is an amount of money that is willing to be exchanged by a consumer to enjoy the benefits of the product consumed (Suryati, 2015). (Keller & Hansen, 2019) explains that there are five objectives in the pricing process for a product, namely: survival, maximum current profit, maximizing sales results, maximally filter the market, determining demand. (Sukmana et al., 2019) explained that there are three indicators related to the price that consumers want to pay including: price affordability, price competitiveness, and suitability of price with benefits.

Population and Sampling
This study used quantitative methods to explain the influence between variables' causal relationships. This research population is a consumer of Sumber Sehat convenience store in 2021, which are 531 consumers. Of the 531 consumers, 228 were selected samples using the Slovin formula with a much 5% margin of error and purposive sampling method. Purposive sampling criteria were; 1) The domicile of the consumers in Singaraja -Bali, 2) The consumer has shopped at least twice at the Sumber Sehat department store in 2022, thus indicating that there was a purchase at the Sumber Sehat store.

Data Analysis
Data were analyzed using multiple linear regression analysis. The analysis was carried out by using validity and reliability tests, classical assumption tests, multiple linear regression analysis tests and hypothesis testing. The validity test was carried out using the Pearson Correlation method with an error degree of 5%. The reliability test was carried out using Cronbach's Alpha method. The classical assumption tests performed included the normality test using the Kolmogrov-Smirnov method, the multicollinearity test using the Variance Inflation Factor (VIF) method and the heteroscedasticity test using the Glejser method.

Measurement Items
The product completeness variable is measured by four indicators including the variety of products offered, the variety of products sold, the stock availability of products sold, the types of brands available. Service variables are measured by five indicators including physical facilities, reliability, certainty, responsiveness and empathy. The price variable is measured by three indicators including price affordability, price competitiveness and price compatibility with benefits. Consumer purchasing decision variables are measured by five indicators including product choice, brand choice, store choice,

RESULT AND DISCUSSION Sample Profile
The sample used in this study was 228 respondents. The sample can be categorized into several characteristics including: gender, age, occupation and shopping purpose.

Validity Test
This validity test uses Pearson Correlation with a tolerable degree of error of 5%. If the significance value is more than 5%, it can be concluded that the indicator is not valid. If the significance value is less than 5%, then the indicator is valid (Bandur & Budiastuti, 2018: 145).  Table 8 it is known that the significance value of each indicator, X1.1 is 0.000, X1.2 is 0.000, X1.3 is 0.000 and X1.4 is 0.000. The significance value of each indicator is less than 5%, so Analysis of the Influence of Product Completeness, Service and Price on Consumer Repeat Purchase Decisions that the results of rejecting H0 are obtained, which means that the Product Completeness variable is valid.  Table 9 it is known that the significance value of each indicator, X2.1 is 0.000, X2.2 is 0.000, X2.3 is 0.000, X2.4 is 0.000 and X2.5 is 0.000. The significance value of each indicator is less than 5%, so that the H0 result is rejected, which means that the service variable is valid.  Table 10 it is known that the significance value of each indicator, X3.1 is 0.000, X3.2 is 0.000 and X3.3 is 0.000. The significance value of each indicator is less than 5%, so that the results of rejecting H0 are obtained, which means that the price variable is valid.  Table 11 it is known that the significance value of each indicator, Y1 is 0.000, Y2 is 0.000, Y3 is 0.000, Y4 is 0.000 and Y5 is 0.000. The significance value of each indicator is less than 5%, so that the H0 result is rejected, which means that the Purchase Decision variable is valid. Reliability Test Bandur & Budiastuti, (2018: 145) explain that the reliability test is used to measure the reliability of an instrument. An instrument is said to be reliable if when measuring the same object, it will produce the same data. A variable construct is said to be reliable if it has a Cronbach's Alpha value for each indicator less than the comparative Cronbach's Alpha value.
Analysis of the Influence of Product Completeness, Service and Price on Consumer Repeat Purchase Decisions  Table 12 above, it can be concluded that the Product Completeness variable for each indicator is reliable because the Cronbach Alpha value for each indicator produced is less than the Cronbach Alpha value for the comparison.  Table 13 above, it can be concluded that the service variable for each indicator is reliable because the Cronbach Alpha value for each indicator produced is less than the Cronbach Alpha value for the comparison.  Table 14 above, it can be concluded that the price variable for each indicator is reliable because the Cronbach Alpha value for each indicator produced is less than the Cronbach Alpha value for the comparison.  Table 15 above, it can be concluded that the Purchase Decision variable for each indicator is reliable because the Cronbach Alpha value for each indicator produced is less than the Cronbach Alpha value for the comparison.

Classic Assumption Test
The classic assumption tests carried out in this study were the normality test, multicollinearity test and heteroscedasticity test. The normality test in this study was applied to ui (residual), if the residual (ui) is normally distributed by itself all the research variables used will be normally distributed (Ghozali, 2018).  Table 16 shows that the distribution of the data on the residuals is in compliance with the normal distribution, because the resulting Kolmogorov-Smirnov value is 0.047 with a significant level of 0.200 more than 5%. So that the dependent variable is Purchase Decision (Y) and the independent variable is Product Completeness (X1), Service (X2), and Price (X3) have normal distribution. (Ghozali, 2018), explains that the multicollinearity test aims to determine whether there is a correlation between independent variables in the regression model. If the VIF value is not more than 10 and the tolerance value is more than 0.1 then the model is said to be free from multicollinearity.  Table 17 shows that between the independent variables there is no multicollinearity, seen from the VIF value in the Product Completeness (X1), Service (X2), and Price (X3) variables which are less than 10 and the tolerance value is more than 0.1. (Gofur, 2019), explains that to test heteroscedasticity, the easy way is the Glejser method. If the sig value is more than 0.05, then there is no heteroscedasticity. Meanwhile, if the sig value is less than 0.05, it means that heteroscedasticity has occurred.  Table 18 shows that there is no heteroscedasticity between the residuals and the independent variables, this can be seen from the level of significance in the completeness of the product (X1), service (X2), and price (X3) variables which have a p-value (sig.) of more than 5%.

Linear Regression Analysis B
The results of the processing equation of multiple linear regression analysis of the dependent variable, namely purchase decision (Y) and the independent variables of product completeness (X1), service (X2), and price (X3) are as follows: Y= 12,436+ 0.167+ 0.143X2 + 0.166X3 + e

Hypothesis Test
The hypothesis test was carried out using the Goodness of Fit method, namely the t test, F test and R2 test (Ghozali, 2018). The significance t value of 0.017 is less than 0.05 so that the Product Completeness variable (X1) has a significant and positive effect on Purchase Decision (Y). So that it can be concluded that the first hypothesis is accepted where completeness of the product affects consumer purchasing decisions.
The significance t value of 0.017 is less than 0.05 so that the Service variable (X2) has a significant effect on Purchase Decision (Y). So that it can be concluded that the second hypothesis is accepted where service influences consumer purchasing decisions.
The significance t value of 0.040 is less than 0.05 so that the price variable (X3) has a significant effect on purchasing decisions (Y). So that it can be concluded that the third hypothesis is accepted where prices affect consumer purchasing decisions. Based on Table 20, the significance level in the F test is 0.000, which is less than 0.05. This means that the independent variables, namely Product Completeness (X1), Service (X2), and Price (X3) together have a significant effect on the dependent variable, namely Purchase Decision (Y).
The significance value of the F test 0.000 is less than 0.05. Means that together (simultaneously) the completeness of the product, service, and price variables have a significant effect on purchasing decisions. So that H0 is rejected and H1 is accepted, and it is concluded that the fourth hypothesis is accepted where completeness of products, services and prices simultaneously influence consumer purchasing decisions.  Table 21 shows that the value of R 2 the result is 0.084 which means that the independent variables Product Completeness (X1), Service (X2), and Price (X3) are able to explain the value of the dependent variable, namely Purchase Decision (Y) of 8.4% and the remaining 91.6% is explained by other variables not discussed in this study.

Discussion
The results of this study indicate that the four hypotheses are accepted. The first hypothesis is that product completeness influences consumer purchasing decisions. Product completeness is a unity between the diversity of types of products sold, the variety of a product sold, the availability of product stocks sold, the types of brands available (Lemana, 2017). Meanwhile, consumer purchasing decisions are a process by which consumers identify their problems, needs and desires, then look for information and various alternatives to solve their problems and in the end they make purchases of a product (Harahap et al., 2018). Therefore, the better the completeness of the product offered, the better the purchasing decision of a consumer. In line with the research results of (Harahap et al., 2018), that product completeness and price affect purchase intentions of consumers in the Pajus area, Medan. The same thing was found in the research of (Lemana, 2017), that product completeness and pricing influence purchasing decisions.
The second hypothesis is that service influences consumer purchasing decisions. Service is a means of supporting so that there is an agreement between supply and demand in the market (Weenas, 2013). Meanwhile, consumer purchasing decisions are a process by which consumers identify their problems, needs and desires, then look for information and various alternatives to solve their problems and in the end they make purchases of a product (Harahap et al., 2018). Therefore, the better the service provided by the goods/services provider, the better the purchasing decision of a consumer. In line with Rahayu's research (2018), that service influences consumer purchasing decisions at Imam Market Kisaran. The same thing was also found by (Pornpitakpan & Han, 2013), that good service has a large influence on consumer purchase intentions. This is shown when there is a good service, this causes the buying intention of Singaporeans to buy a product to be higher than Americans. When poor service is provided, this causes Singaporeans buying intentions to be lower than Americans.
The third hypothesis is that price affects consumer purchasing decisions. Price is an amount of money that is willing to be exchanged by a consumer to enjoy the benefits of the product consumed by (Suryati, 2015). Meanwhile, consumer purchasing decisions are a process by which consumers identify their problems, needs and desires, then look for information and various alternatives to solve their problems and in the end they make purchases of a product (Harahap et al., 2018). Therefore, the better the price given to consumers, the better the purchasing decision of a consumer. In line with the research of (Harahap et al., 2018), that price affects the purchase intention of consumers in the Pajus area, Medan. Similar results were also found by (Kusumawati et al., 2014), that price has the highest factor influencing a consumer to purchase a product.
The fourth hypothesis is the completeness of products, services and prices simultaneously affect consumer purchasing decisions. Product completeness is a unity between the diversity of types of products sold, the variety of a product sold, the availability of product stocks sold, the types of brands available (Lemana, 2017). Service is a means of supporting so that there is an agreement between supply and demand in the market (Weenas, 2013). Price is an amount of money that is willing to be exchanged by a consumer to enjoy the benefits of the product consumed by (Suryati, 2015). Meanwhile, consumer purchasing decisions are a process by which consumers identify their problems, needs and desires, then look for information and various alternatives to solve their problems and in the end they make purchases of a product (Harahap et al., 2018). Therefore, simultaneously, the better the completeness of the product, service and price, the better the consumer's purchasing decision. In line with research by (Lianardi & Chandra, 2019), found that service quality, product completeness and price simultaneously influence consumer purchasing decisions. Similar results were also found in Rosita's research (2015), that location, product completeness, product quality, service, shopping convenience and price simultaneously affect consumer repurchase intention.

Managerial Implications
Based on the research results, it can be concluded that the company pays more attention to the prices offered by competitors for similar products. So that the price given by the Sumber Sehat store is able to compete with competitors' prices while still being able to provide a profit for the Sumber Sehat store. In addition, the management of the Sumber Sehat store will conduct research on online marketplaces regarding products that are currently being sought by consumers. The management also plans to routinely hold internal meetings at the Sumber Sehat store and in these meetings it will be scheduled to provide product-related knowledge to the Sumber Sehat store salespeople. Besides that, by making a written and structured delivery schedule, so that delivery services can run well and consumers receive goods on schedule.

Theoretical Contributions
This research is in line with previous research, where the variables of product completeness, service and price have a positive and significant effect on consumer purchasing decision variables. Furthermore, the variables of product completeness, service and price simultaneously have a positive and significant effect on consumer purchasing decision variables.

Limitation
This study has limitations, namely the factors that influence consumer purchasing decisions consist of only three variables, namely product completeness, service and price. Based on the analysis of the coefficient of determination, the three variables have an effect of 8.4%. while there are many other factors that influence consumer purchasing decisions that are equal to 91.6%. In addition, due to data collection using a questionnaire, there is a potential that the answers given by the sample do not show the actual situation due to differences in the perceptions and meanings of each respondent. In this study, researchers were less able to explain the role of consumers as buyers, users and deciders.

CONCLUSION
This study aims to determine the effect of product completeness, service and price on consumer purchasing decisions at the Sumber Sehat department store in Singaraja -Bali. The results of this study are product completeness has a positive and significant effect on consumer purchasing decisions (H1), service has a positive and significant effect on consumer purchasing decisions (H2), price has a positive and significant effect on consumer purchasing decisions (H3), product completeness, service and price simultaneously has a positive and significant effect on consumer purchasing decisions (H4).