The effect of product diversification on purchasing decisions at Mandau Bakery Kota Duri Store

https://doi.org/10.35912/gams.v1i1.3374
Published: Aug 26, 2025

Abstract:

Purpose: This research aims to analyze the effect of product diversification on purchasing decisions at the Mandau Bakery Shop, Duri City, which based on survey results shows that with product diversification more consumers buy. However, with increasing competition, the Mandau Bakery cake shop experienced ups and downs in the number of consumers.

Research Methodology: The method used is descriptive and quantitative, with a simple linear regression test and hypothesis testing using SPSS 21. Data was collected through a questionnaire from 95 respondents who came from consumers who had purchased at the Mandau Bakery shop and were selected using a purposive sampling technique.

Results: The research results show that product diversification has a significant effect on consumer purchasing decisions.

Conclusions: The study concludes that well-implemented product diversification enhances consumer satisfaction and purchase decisions at Mandau Bakery. Therefore, continuous product innovation and differentiation are vital strategies for sustaining competitiveness in the bakery industry.

Limitations: However, this study has limitations, such as limited sample size and research locations only in one place, so the results may not be generalizable.

Contribution: This research provides a practical contribution to the management of the Mandau Bakery Store in understanding the importance of product diversification to improve consumer purchasing decisions and enriches academic literature on retail marketing and consumer behavior in the bakery industry.

Keywords:
1. Diversification Strategic
2. Product
3. Purchasing Decisions
Authors:
1 . Eva Sundari
Universitas Islam Riau, Indonesia
2 . Iyoyo Dianto
Universitas Islam Riau, Indonesia
3 . Hamsal Hamsal
Universitas Islam Riau, Indonesia
4 . Imam Hanafi
Universitas Islam Riau, Indonesia
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How to Cite
Sundari, E. ., Dianto, I., Hamsal, H., & Hanafi, I. (2025). The effect of product diversification on purchasing decisions at Mandau Bakery Kota Duri Store. Global Academy of Multidisciplinary Studies, 1(1), 47–58. https://doi.org/10.35912/gams.v1i1.3374
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Issue & Section
Vol. 1 No. 1 (2024): August
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Bachtiar, D. I. (2015). Analisis Pengaruh Diversifikasi Produk dan Harga terhadap Keputusan Pembelian pada UKM Gula Kelapa. AKSES: Jurnal Ekonomi dan Bisnis, 10(19), 52-60. doi:https://doi.org/10.31942/AKSES.V10I19.2047

    Candra, K. W., & Hidayatinnisa, N. (2023). Pengaruh Diversifikasi Produk, Strategi Promosi, dan Product Knowledge Terhadap Keputusan Pembelian. Jurnal Aplikasi Bisnis, 9(1), 55-60. doi:https://doi.org/10.33795/jab.v9i1.1247

    Devi, B., Lepcha, N., & Basnet, S. (2022). Application of Correlational Research Design in Nursing and Medical Research. Journal of Xi'an Shiyou University, Natural Sciences Edition, 65(11), 60-69. doi:http://dx.doi.org/10.17605/OSF.IO/YRZ68

    Ekowati, S., Finthariasari, M., & Aslim, A. (2020). Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Produk pada Eleven Cafe Bengkulu. Jurnal Ilmiah Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS), 3(1), 108-124. doi:https://doi.org/10.36085/jam-ekis.v3i1.555

    Fatmawati, V. A., & Hariyana, N. (2024). The Effect of Product Diversification and Company Size on Company Profitability Case Study on UD Setya Abadi DM. Integration: Journal Of Social Sciences And Culture, 2(1), 192-197. doi:https://doi.org/10.38142/ijssc.v2i1.136

    Forezca, E., & Arini, E. (2021). Pengaruh Diversifikasi Produk dan Harga Terhadap Keputusan Pembelian. JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB), 2(2), 115-121. doi:https://doi.org/10.61567/jmmib.v2i2.60

    Halim, A., Setio, C. H., Pranoto, T., & Gunawan, V. P. (2019). Pengaruh Strategi Diversifikasi terhadap Efisiensi pada Perusahaan Manufaktur yang Tercatat di Bursa Efek Indonesia. Studi Akuntansi dan Keuangan Indonesia (SAKI), 2(2), 1-28. doi:https://doi.org/10.21632/saki.2.2.149-176

    Hamsal. (2021). Pengaruh Produk, Harga, Promosi dan Tempat Terhadap Pemasaran Paving Block pada Usaha Dagang Suherwin Pekanbaru. Management Studies and Entrepreneurship Journal (MSEJ), 2(2), 100-112. doi:https://doi.org/10.37385/msej.v2i2.201

    Harahap, D. A., Amanah, D., & Agustini, F. (2018). Effect of Product Completeness and Price on Consumer Purchasing Decision in SMEs Market Medan. Jurnal Manajemen, 22(1), 47-61. doi:https://doi.org/10.24912/jm.v22i1.312

    Hardianto, Zulkifli, & Hidayat. (2021). Analysis of Principals’ Decision-Making: A Literature Study. AL-ISHLAH: Jurnal Pendidikan, 13(3), 2021-2028. doi:https://doi.org/10.35445/alishlah.v13i3.1353

    Hermawan, L. (2015). Dilema Diversifikasi Produk: Meningkatkan Pendapatan Atau Menimbulkan Kanibalisme Produk?. Competence: Journal of Management Studies, 9(2), 142-153. doi:https://doi.org/10.21107/kompetensi.v9i2.1702

    Karnreungsiri, I., & Praditsuwan, N. (2017). Factors Influencing Buying Behavior and Buying Decision Process of Customers: An Examination on Relationship Using One-Way Analysis of Variance. PSAKU International Journal of Interdisciplinary Research, 6(2), 76-84. doi:https://doi.org/10.12778/235108618x15452373745857

    Najmudin, Syihabudin, Saleh, S. i., Ma'zumi, & Salsabila, N. (2024). The Effect of a Theory of Reasoned Action on Intentional Behavior and its Impact on Behavior in Purchasing Halal Imported Products. Proceedings of the International Conference of Islamic Economics and Business (ICONIES), 10(1), 487-500.

    Nuryanti, B. L., Hanifah, A. P., & Cahyadi, A. I. (2023). How Business Digitalization Can Effect the Entrepreneurial Growth. International Journal of Financial, Accounting, and Management, 4(4), 449-462. doi:https://doi.org/10.35912/ijfam.v4i4.1256

    Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and Purchase Behavior Online: A Cross-Cultural Approach. Heliyon, 6(6), 1-11. doi:https://doi.org/10.1016/j.heliyon.2020.e04284

    Rakhmawati, R. N. (2015). Analisis Pengaruh Diversifikasi Produk dan Lokasi Terhadap Keputusan Pembelian (Studi Kasus pada Toko Pantes di Kajen Kecamatan Margoyoso Kabupaten Pati). Journal of Chemical Information and Modeling, 53(9), 1689-1699.

    Ramli, S., Mus, A. R., Damis, H., & Mahmud, A. (2021). The Intervening of Purchase Decision Between Marketing Mix, Consumer Behaviour and Brand Image on Costumer Statisfaction. Jurnal Manajemen Bisnis, 8(2), 382-396. doi:https://doi.org/10.33096/jmb.v8i2.130

    Rizal, & Yani, A. (2022). Influence of Brand Image, Lifestyle, and Product Quality on Iphone Smartphone Purchase Decision. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(3), 2475-2486. doi:https://doi.org/10.29040/ijebar.v6i3.6457

    Santosa, R. (2021). The Influence of Cultural Factors, Social Factors, and Personal Factors against Customer Purchase Decisions in Using Wedding Services Organizer in Surabaya. International Journal of Review Management Business and Entrepreneurship (RMBE), 1(2), 77-90. doi:https://doi.org/10.37715/rmbe.v1i2.2415

    Sigar, E. T., Massie, J. D., & Pandowo, M. H. (2021). The Influence of Consumer Behavior and Digital Marketing on Purchase Decision at Grabfood in Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(4), 53-64. doi:https://doi.org/10.35794/emba.v9i4.36133

    Siregar, B. W. S., & Alamsyah, A. P. (2024). Diversifikasi Produk Makanan dan Minuman Menggunakan Endorsement Sebagai Strategi Ekspansi Produk CV Maju Unggul Perdana. Jurnal Bisnis dan Ekonomi, 2(1), 150-169. doi:https://doi.org/10.61597/jbe-ogzrp.v2i1.29

    Syihabudin, N. (2021). Effectiveness of Product Diversification and Halal Labeling on Purchasing Decisions of Msme Food Products During the Covid Pandemic 19. Nveo-Natural Volatiles & Essential Oils, 8(6), 3119-3131.

    Tarunay, O. I., & Pratama, Y. S. (2024). The Effect of Product Diversification and Brand Equity on Purchase Decisions with Promotion Strategy as a Moderator. eCo-Buss, 6(3), 1382-1394. doi:http://dx.doi.org/10.32877/eb.v6i3.1170

    Zairina, S., Wibisono, C., Ngaliman, Indrayani, & Satriawan, B. (2023). The Influence of Product Quality, Prices, and Promotions on Buyer Decisions in the Small and Medium Industry Handicrafts of Tanjungpinang City. Journal of Multidisciplinary Academic Business Studies, 1(1), 13-25. doi:https://doi.org/10.35912/jomabs.v1i1.1778

  1. Afandi, M. H., & Parjono. (2015). Pengaruh Diversifikasi Produk Terhadap Kepuasan Konsumen di UD. Dewi Rosalinda Sidoarjo. Jurnal Pendidikan Tata Niaga (JPTN), 3(3), 12-54. doi:https://doi.org/10.26740/jptn.v3n3.p%25p
  2. Bachtiar, D. I. (2015). Analisis Pengaruh Diversifikasi Produk dan Harga terhadap Keputusan Pembelian pada UKM Gula Kelapa. AKSES: Jurnal Ekonomi dan Bisnis, 10(19), 52-60. doi:https://doi.org/10.31942/AKSES.V10I19.2047
  3. Candra, K. W., & Hidayatinnisa, N. (2023). Pengaruh Diversifikasi Produk, Strategi Promosi, dan Product Knowledge Terhadap Keputusan Pembelian. Jurnal Aplikasi Bisnis, 9(1), 55-60. doi:https://doi.org/10.33795/jab.v9i1.1247
  4. Devi, B., Lepcha, N., & Basnet, S. (2022). Application of Correlational Research Design in Nursing and Medical Research. Journal of Xi'an Shiyou University, Natural Sciences Edition, 65(11), 60-69. doi:http://dx.doi.org/10.17605/OSF.IO/YRZ68
  5. Ekowati, S., Finthariasari, M., & Aslim, A. (2020). Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Produk pada Eleven Cafe Bengkulu. Jurnal Ilmiah Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS), 3(1), 108-124. doi:https://doi.org/10.36085/jam-ekis.v3i1.555
  6. Fatmawati, V. A., & Hariyana, N. (2024). The Effect of Product Diversification and Company Size on Company Profitability Case Study on UD Setya Abadi DM. Integration: Journal Of Social Sciences And Culture, 2(1), 192-197. doi:https://doi.org/10.38142/ijssc.v2i1.136
  7. Forezca, E., & Arini, E. (2021). Pengaruh Diversifikasi Produk dan Harga Terhadap Keputusan Pembelian. JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB), 2(2), 115-121. doi:https://doi.org/10.61567/jmmib.v2i2.60
  8. Halim, A., Setio, C. H., Pranoto, T., & Gunawan, V. P. (2019). Pengaruh Strategi Diversifikasi terhadap Efisiensi pada Perusahaan Manufaktur yang Tercatat di Bursa Efek Indonesia. Studi Akuntansi dan Keuangan Indonesia (SAKI), 2(2), 1-28. doi:https://doi.org/10.21632/saki.2.2.149-176
  9. Hamsal. (2021). Pengaruh Produk, Harga, Promosi dan Tempat Terhadap Pemasaran Paving Block pada Usaha Dagang Suherwin Pekanbaru. Management Studies and Entrepreneurship Journal (MSEJ), 2(2), 100-112. doi:https://doi.org/10.37385/msej.v2i2.201
  10. Harahap, D. A., Amanah, D., & Agustini, F. (2018). Effect of Product Completeness and Price on Consumer Purchasing Decision in SMEs Market Medan. Jurnal Manajemen, 22(1), 47-61. doi:https://doi.org/10.24912/jm.v22i1.312
  11. Hardianto, Zulkifli, & Hidayat. (2021). Analysis of Principals’ Decision-Making: A Literature Study. AL-ISHLAH: Jurnal Pendidikan, 13(3), 2021-2028. doi:https://doi.org/10.35445/alishlah.v13i3.1353
  12. Hermawan, L. (2015). Dilema Diversifikasi Produk: Meningkatkan Pendapatan Atau Menimbulkan Kanibalisme Produk?. Competence: Journal of Management Studies, 9(2), 142-153. doi:https://doi.org/10.21107/kompetensi.v9i2.1702
  13. Karnreungsiri, I., & Praditsuwan, N. (2017). Factors Influencing Buying Behavior and Buying Decision Process of Customers: An Examination on Relationship Using One-Way Analysis of Variance. PSAKU International Journal of Interdisciplinary Research, 6(2), 76-84. doi:https://doi.org/10.12778/235108618x15452373745857
  14. Najmudin, Syihabudin, Saleh, S. i., Ma'zumi, & Salsabila, N. (2024). The Effect of a Theory of Reasoned Action on Intentional Behavior and its Impact on Behavior in Purchasing Halal Imported Products. Proceedings of the International Conference of Islamic Economics and Business (ICONIES), 10(1), 487-500.
  15. Nuryanti, B. L., Hanifah, A. P., & Cahyadi, A. I. (2023). How Business Digitalization Can Effect the Entrepreneurial Growth. International Journal of Financial, Accounting, and Management, 4(4), 449-462. doi:https://doi.org/10.35912/ijfam.v4i4.1256
  16. Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and Purchase Behavior Online: A Cross-Cultural Approach. Heliyon, 6(6), 1-11. doi:https://doi.org/10.1016/j.heliyon.2020.e04284
  17. Rakhmawati, R. N. (2015). Analisis Pengaruh Diversifikasi Produk dan Lokasi Terhadap Keputusan Pembelian (Studi Kasus pada Toko Pantes di Kajen Kecamatan Margoyoso Kabupaten Pati). Journal of Chemical Information and Modeling, 53(9), 1689-1699.
  18. Ramli, S., Mus, A. R., Damis, H., & Mahmud, A. (2021). The Intervening of Purchase Decision Between Marketing Mix, Consumer Behaviour and Brand Image on Costumer Statisfaction. Jurnal Manajemen Bisnis, 8(2), 382-396. doi:https://doi.org/10.33096/jmb.v8i2.130
  19. Rizal, & Yani, A. (2022). Influence of Brand Image, Lifestyle, and Product Quality on Iphone Smartphone Purchase Decision. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(3), 2475-2486. doi:https://doi.org/10.29040/ijebar.v6i3.6457
  20. Santosa, R. (2021). The Influence of Cultural Factors, Social Factors, and Personal Factors against Customer Purchase Decisions in Using Wedding Services Organizer in Surabaya. International Journal of Review Management Business and Entrepreneurship (RMBE), 1(2), 77-90. doi:https://doi.org/10.37715/rmbe.v1i2.2415
  21. Sigar, E. T., Massie, J. D., & Pandowo, M. H. (2021). The Influence of Consumer Behavior and Digital Marketing on Purchase Decision at Grabfood in Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(4), 53-64. doi:https://doi.org/10.35794/emba.v9i4.36133
  22. Siregar, B. W. S., & Alamsyah, A. P. (2024). Diversifikasi Produk Makanan dan Minuman Menggunakan Endorsement Sebagai Strategi Ekspansi Produk CV Maju Unggul Perdana. Jurnal Bisnis dan Ekonomi, 2(1), 150-169. doi:https://doi.org/10.61597/jbe-ogzrp.v2i1.29
  23. Syihabudin, N. (2021). Effectiveness of Product Diversification and Halal Labeling on Purchasing Decisions of Msme Food Products During the Covid Pandemic 19. Nveo-Natural Volatiles & Essential Oils, 8(6), 3119-3131.
  24. Tarunay, O. I., & Pratama, Y. S. (2024). The Effect of Product Diversification and Brand Equity on Purchase Decisions with Promotion Strategy as a Moderator. eCo-Buss, 6(3), 1382-1394. doi:http://dx.doi.org/10.32877/eb.v6i3.1170
  25. Zairina, S., Wibisono, C., Ngaliman, Indrayani, & Satriawan, B. (2023). The Influence of Product Quality, Prices, and Promotions on Buyer Decisions in the Small and Medium Industry Handicrafts of Tanjungpinang City. Journal of Multidisciplinary Academic Business Studies, 1(1), 13-25. doi:https://doi.org/10.35912/jomabs.v1i1.1778