The Influence of Consumer Behavior on Consumer Purchasing Decisions at A Bee Mart Through The Purchase Intention Factor as an Intervening Variable

Abstract

This study aims to analyze the influence of consumer behavior on A Bee Mart consumers' purchasing decisions, with purchase intention as an intervening variable. The background of the study is based on the increasingly complex dynamics of consumer behavior in the modern retail sector due to changes in consumption patterns and diverse marketing strategies. The research method used is a quantitative approach with path analysis techniques through the Structural Equation Modeling (SEM-PLS) model. Data were collected through questionnaires distributed to active A Bee Mart consumers. The results show that consumer behavior has a direct effect on purchasing decisions, but the indirect effect through purchase intention is not significant, with a coefficient value of -0.001 and a p-value > 0.05. This finding indicates that purchase intention does not act as a mediator in the relationship between consumer behavior and purchasing decisions. Thus, A Bee Mart consumers' purchasing decisions are more influenced by actual behavioral factors and shopping experiences than by purchase intention. These results provide implications for retail management to strengthen aspects of customer experience, service quality, and loyalty strategies rather than solely focusing on increasing purchase intention.