Research Paper
Year: 2019 | Month: October | Volume: 6 | Issue: 10 | Pages: 86-90
The Effect of Product Quality, Advertising Attractiveness, and Price on Consumer Purchase Interest in GOF Fashion Store Products
Muhammad Ghofar Triyono1, Paham Ginting2, Beby Karina Fawzeea Sembiring3
1,2,3Department of Management Science, Universitas Sumatera Utara, Indonesia
Corresponding Author: Muhammad Ghofar Triyono
ABSTRACT
This study aims to determine and analyze of effect product quality, advertising attractiveness, and price on consumer purchase interest. To GOF product customers in the 061store. Data collection in this study was carried out through a survey approach by distributing questionnaires. The study population was 061store customers who had purchased 2,734 products. The number of research samples were 350 people. The data analysis method uses descriptive analysis and statistical analysis of multiple linear regression. The results showed that simultaneous product quality, advertising attractiveness, and price had a positive and significant effect consumer purchase interest. Partially, product quality has a positive and significant effect on consumer purchase interest. Likewise with the advertising attractiveness partially a positive and significant effect on consumer purchase interest. Partially, price has a positive and significant effect on consumer purchase interest. The three variables, price is the dominant variable in effect consumer purchase interest in GOF products in the 061store.
Key words: Product Quality, Advertising Attractiveness, Price, Consumer Purchase Interest
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