PENGARUH KUALITAS PRODUK, HARGA, LOKASI, WORD OF MOUTH COMMUNICATION TERHADAP MINAT BELI

Abstract

This study was aimed to find out the influence of product quality, price, location, and word of mouth communication on buying interest. The method used was verificative descriptive using ex post facto approach and survey. The populations in this research were the consumers of CV. Cahaya Jati Sukarame Bandar Lampung and 94 samples from consumers determined by the Slovin formula. Sampling method used was nonprobability sampling by using puposive sampling technique. The hypothesis testing used was simple linear regression and multiple linear regression. The result showed that (1) there was an influence of product quality on buying interest, (2) there was an influence of price on purchasing decision buying interest, (3) there was an influence of location on buying interest, (4) there was an influence of word of mouth communication on buying interest, (5) there was an influence of product quality, price, location, and word of mouth on communication buying interest.

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga, lokasi, dan word of mouth communication terhadap minat beli. Metode yang digunakan adalah deskriptif verifikatif dengan pendekatan ex post facto dan survey. Populasi dalam penelitian ini yaitu konsumen CV. Cahaya Jati Sukarame Bandar Lampung dan sampel 94 konsumen yang ditentukan dengan rumus Slovin. Metode penetapan sampel yaitu non probability sampling dengan menggunakan teknik purposive sampling. Pengujian hipotesis menggunakan regresi linier sederhana dan regresi linier multipel. Hasil analisis menunjukkan (1) ada pengaruh kualitas produk terhadap minat beli, (2) ada pengaruh harga terhadap minat beli, (3) ada pengaruh lokasi terhadap minat beli, (4) ada pengaruh word of mouth terhadap minat beli, (5) ada pengaruh kualitas produk, harga, lokasi, dan word of mouth communication terhadap minat beli.

Kata kunci: harga, kualitas produk, lokasi, minat beli, word of mouth communication