Factors that Influence Consumer Buying Interest

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