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The retail sector in Indonesia has been undergoing strong growth in recent years. The retail sector itself sells products or merchandise of household uses, including daily necessities products, through a self-service method. This study uses five variables such as purchase decision, price, service quality, promotion, and lifestyle that aim to enhance the purchasing decision at retail IJC Mart during the coronavirus pandemic. This study used 100 respondents from Medan City, Binjai, and Deli Serdang Regency. The findings suggest that price and service quality have a positive effect on purchase decisions. Promotion leads to a decline in the effect of prices and level of service, and also lifestyle variables raise the influence of prices on customer purchasing decisions at IJC Mart during the coronavirus pandemic.

saudi journal of business and management studies

Strategy to Enhance Purchase Decisions through Promotions and Shopping Lifestyles to Supermarkets during the Coronavirus Pandemic: A Case Study IJT Mart, Deli Serdang Regency, North Sumatera