PENGARUH DAYA TARIK PRODUK DAN KUALITAS INFORMASI TERHADAP MINAT BELI KONSUMEN PADA SUPERMARKET CITRA NIAGA PONTIANAK

Abstrak

The purpose of this study is (1) To determine the effect of product attractiveness on consumer purchasing interest at Citra Niaga Pontianak Supermarket, (2) To determine the effect of information quality on consumer purchasing interest at Citra Niaga Pontianak Supermarket. In this study, the variables and aspects used are product attractiveness variables consisting of product quality, reliability, technical features, special performance features, meeting individual customer specifications, compatibility with existing products and systems, while the information quality variables consist of accurate, timely, and relevant and consumer purchasing interest variables consist of transactional interest, referential interest, preferential interest, and exploratory interest. The research method is a quantitative method with a causal research form. The data collection techniques used are direct communication techniques, indirect communication techniques, and documentary study techniques with data collection tools in the form of interviews, observations, questionnaires, and literature studies while the analysis techniques are multiple linear regression analysis, F test (F-test) for simultaneous analysis, t test (t-test) for partial analysis and classical assumption test (normality test, multicollinearity test, and heteroscedasticity test) based on the results of the analysis obtained the regression equation Y = 0.107 X1 - 0.127 X2. The F-test test for multiple linear regression obtained F-count 3.405 which is greater than the F-table which is 2.70 which means that variable X simultaneously influences variable Y. The t-test test of the regression results obtained that the product attractiveness variable does not have a significant effect on consumer purchasing interest. While the information quality variable has a significant effect on consumer purchasing interest.