The Influence of Price, Brand Image and Business Location on Consumer Buying Interest a Case Study at UD. Gait Sun Tripe Surgery

Alda Nur Sa'adah; M.Imam Syairozi; Nurul Badriyah

Authors

Alda Nur Sa'adah Postgraduate Study Program in Management, Lamongan Islamic University, Lamongan, Indonesia
M.Imam Syairozi Postgraduate Study Program in Management, Lamongan Islamic University, Lamongan, Indonesia
Nurul Badriyah Postgraduate Study Program in Management, Lamongan Islamic University, Lamongan, Indonesia

Keywords:

Price, Completeness of the product, Location and Consumer Buying Interest

Abstract

Consumer buying interest is something related to a consumer's plan to buy a particular product. Many factors affect consumer buying interest in a product such as: price, completeness of the product and location. The type of research used in this study is quantitative. The population in this study is UD consumers. Sumber Makmur. and the sample used in this study was 100 consumers. From the results of the t-test, it was obtained that there was a partially significant influence between the price variable (X1), product completeness (X2) and location (X3) on consumer buying interest in UD. Sumber Makmur.. Independent variables of price (X1), product completeness (X2) location (X3) have a simultaneous influence on consumer buying interest. This can be proven by the value of Fcal ˃ Ftable with a significant level of less than 0.05, which is 0.000. From the multiple linear regression equation, the result of the price variable (X1) = 0.341 is greater than the other variable. So it can be concluded that price (X1) is the most dominant variable that affects consumer buying interest (Y) in UD. Sumber Makmur.

Downloads

Download data is not yet available.

References

A.A. Ngurah Dianta Esa Negara, Zainul Arifin, Inggang Purawangsa. Soul. 2018. Marketing Management. Third Printing. Lineka Cipta Jakarta Publisher.

Anwar. 2017. Business Management. Second Print. Publisher of Balai Pustaka Jakarta.

Arikunto. 2017. Reliability Test Research Method. Publisher PT. Raja Grafindo Persada Jakarta.

Elina Monica. 2018. The Influence of Price, Location, Building Quality and Limited Promotionon Interest in Buying Taman Safira Housing. Faculty of Economics. Muhamadyah University of Jember. https://scholar.google.com.

Fauzah Fitri Nur Laili, N. Rachma, M Hufron. 2018. The Effect of Product Quality, Service Quality and Price on the Interest of Fast Food Consumers of Laziza Dinoyo Malang.Faculty of Economics. Islamic University of Malang. https://scholar.google.com.

Ghozali. 2017. Application of Multivariate Analysis with SPSS Program. Publisher PT. Raja Grafindo Persada Jakarta.

Ike Wulandari. 20166. The Effect of Service Quality, Product Completeness and Product Quality on the Buying Interest of Consumers of Top Supermarket Buildings Kediri. Faculty of Economics. Universitas Nusantara PGRI Kediri. https://scholar.google.com.

Kaskojo Adi, Fitriani Oktarina. 2016. The Effect of Product Quality and Price on Customer Buying Interest in UD Furniture. Lamintu Tegalsari Amblu. Faculty of Economics. Jember School of Administrative Sciences. https://scholar.google.com.

Kotler and Amstrong. 2018. Marketing Management. Second Print. Lineka Cipta Jakarta Publisher.