Pengaruh Omnichannel Marketing dan Product Assortment terhadap Minat Beli Konsumen Evolene (Studi pada Konsumen Evolene di Kota Medan)

Abstract

Public awareness of the importance of a healthy lifestyle has driven an increase in sports activities and the consumption of fitness supplements. Evolene emerged as the best-selling supplement brand on Indonesian e-commerce platforms in 2024, owing to the implementation of Omnichannel Marketing strategies and Product Assortment. The success of these strategies has significantly influenced consumer Purchase Intention, particularly in major cities such as Medan. This study aims to examine the effect of Omnichannel Marketing and Product Assortment on consumer Purchase Intention in Medan. The structure of this research follows the standard scientific approach commonly used in similar studies. The objective of this study is to analyze how Omnichannel Marketing and Product Assortment influence the Purchase Intention of Evolene consumers in Medan. The influence of both variables will be examined both partially and simultaneously. This study employs a quantitative research method with an associative approach. The population in this study comprises residents of Medan who have previously purchased Evolene products, with a sample size of 96 respondents selected using a non-probability sampling technique, specifically accidental sampling. Primary data were collected through questionnaires, while secondary data were obtained through literature review. The analytical methods used include validity test, reliability test, classical assumption test, multiple linear regression analysis, partial test (T-test), simultaneous test (F-test), and coefficient of determination test, processed using SPSS software. The results of the study indicate that Omnichannel Marketing (X1) and Product Assortment (X2) have both partial and simultaneous effects on the Purchase Intention (Y) of Evolene consumers. Based on the coefficient of determination test, the relationship between Omnichannel Marketing (X1) and Product Assortment (X2) and Purchase Intention shows an R value of 0.748. The adjusted R square value reveals that Omnichannel Marketing and Product Assortment contribute 55% to Purchase Intention, while the remaining 45% is influenced by other variables not examined in this study.