INVESTIGASI EMPIRIS MINAT BELI KONSUMEN DI PASAR TRADISIONAL
Abstract
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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