Faktor-Faktor yang Menentukan Minat Beli Konsumen Kelapa Muda
Keywords:
Harga, Kualitas pelayanan, Minat beli, pengembangan produkAbstract
Kedai Njoy focuses on improving service quality and product innovation, especially in serving and flavor variations, to attract customers. Competition with other stores that offer similar prices demands innovation, because even if prices are lower, the lack of updates can affect consumers' perception of quality. The motivation of the research is to find out the determining factors of consumer buying interest through the quality of service, price and product development at Kedai Njoy. This study uses a quantitative approach through the distribution of questionnaires involving 100 consumers who buy at Keday Njoy using random sampling techniques. The data analysis technique used multiple linear regression through SPSS version 26.0. The results of the research simultaneously show that the quality of service, price and development have an impact on consumer buying interest, the results partially prove that service quality and price have a positive and significant impact on buying interest while product development has no impact on buying interest. These findings emphasize the importance of improved services and competitive pricing strategies in increasing consumer buying interest. The research has implications for the need for Kedai Njoy and other shops to prioritize service quality management and proper pricing as the main strategy in facing competition.
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