Factors that Influence Consumer Buying Interest
Faculty of Social Humanities, Bina Darma University Palembang, Indonesia
Sulaiman Helmi
Master of Management, Bina Darma University Palembang, Indonesia
Dewi Sartika
Faculty of Social Humanities, Bina Darma University Palembang, Indonesia
Abstract
Purpose – This study sought to ascertain the impact of service quality, corporate reputation, and product qualities on consumer interest in purchasing PT Wijaya Karya Beton employees from Tbk sales area II - Palembang.Methodology – The research methodology employed is explanatory quantitative research. There were 49 participants in all that were sampled in this study. A Likert scale was used in the questionnaire, and respondents were chosen at random to complete it. The data analysis method employed was partial least square structural equation modeling (PLS-SEM).Findings – According to the findings, there was a positive and significant relationship between the product attribute variable and the company's reputation; there was also a positive and significant relationship between the product attribute variable and service quality; there was a positive and significant relationship between the company reputation variable and consumer buying interest; finally, there was a positive and significant relationship between the product attribute variable and consumer buying interest.Originality – This study presents the effect of service quality, company reputation, and product quality on consumer buying interest to provide another reference in increasing consumer buying interest