INVESTIGASI EMPIRIS MINAT BELI KONSUMEN DI PASAR TRADISIONAL
Abstract. This study aims to determine the effect of service quality, price, product diversity, shop atmosphere, and location on consumer buying interest in the Wonosobo traditional market. The sampling technique used was the purposive sampling technique of 96 respondents. The data collection technique used a questionnaire. The results of this study were collected through a questionnaire which was processed and analyzed using multiple linear regression analysis. The results of this research data indicate that service quality has no and insignificant effect on consumer purchase interest, the price has no and insignificant effect on consumer purchase interest, product diversity has a positive and significant effect on consumer purchase interest, store atmosphere has a positive and significant effect on consumer purchase interest. and location has a positive and significant effect on consumer buying interest.
Abstraksi. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, harga, keberagaman produk, suasana toko dan lokasi terhadap minat beli konsuemn di pasar tradisional Wonosobo. Teknik pengambilan sampel yang digunakan adalah teknik purposive sampling sebanyak 96 responden. Teknik pengumpulan data menggunakan kuesioner. Hasil penelitian ini dikumpulkan melalui kuisoner yang diproses dan dianalisis dengan menggunakan analisis regresi linier berganda. Hasil data penelitian ini menunjukan bahwa kualitas pelayanan tidak berpengaruh dan tidak signifikan terhadap minat beli konsumen, harga tidak berpengaruh dan tidak signifikan terhadap minat beli konsumen, keberagaman produk berpengaruh positif dan signifikan terhadap minat beli konsumen, suasana toko berpengaruh positif dan signifikan terhadap minat beli konsumen dan lokasi berpengaruh positif dan signifikan terhadap minat beli konsumen.
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