ANALISIS MINAT BELI KONSUMEN PADA B ERL COSMETICS DI KARAWANG TIMUR

Abstract

This study aims to determine the effect of price and product quality on consumer buying interest of products B Erl Cosmetics at Karawang Timur. This study was conducted at Karawang Timur, with population is consumer of B Erl Cosmetics. The dependent variable is consumer buying interest, while the independent variable is price and product quality. With sampling technique uses purposive sampling with a total sample of 44 respondents. Distribution of questionnaires to consumers into sampling techniques conducted in this study, which then analyzed the data using multiple linear regression analysis and assisted with spss 21.0 application. Descriptive analysis results show that the price is included in the very high category, and the quality of the product is also included in the very high category. The partial test results (t-test) showed that the price has a positive and significant effect on consumer buying interest, and product quality has a positive and significant effect on consumer buying interest. And the results of the simultaneous test (F-test) showed that the price and quality of the product together has a positive and significant effect on consumer buying interest.

 Keywords: Price, Product Quality and Consumer Buying Interest.