Pengaruh Kualitas Produk, Harga, Inovasi Produk Terhadap Minat Beli Konsumen (Studi Kasus Pada Konsumen Muslim Produk Wardah Pekalongan)

Maghfiroh, Dinda (2023) Pengaruh Kualitas Produk, Harga, Inovasi Produk Terhadap Minat Beli Konsumen (Studi Kasus Pada Konsumen Muslim Produk Wardah Pekalongan). Undergraduate Thesis thesis, UIN. K. H. Abdurrahman Wahid Pekalongan.

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Abstract

Doing business is not an easy thing to do, especially in today's developments. As time progresses, it will change the lifestyle of every human being. This includes lifestyle. The large number of consumers in the beauty business is caused by factors that cause consumer buying interest. This buying interest can be generated from the quality of the business product and the marketing techniques used. The more positive and strong the quality of the business product is in consumers' memories, the higher the consumer's buying interest in the business product. Apart from that, the faster and wider the message the company conveys through the marketing techniques used, the more consumers' buying interest will increase. This high buying interest is caused by product innovation that arises in businesses. The aim of this research is to test and determine the influence of product quality, price and product innovation on Muslim consumers' buying interest. This research is a type of quantitative research. The data collection method used was the questionnaire method with a sample of 96 respondents and the documentation method. The sampling technique uses the accidental sampling method. This research uses the Multiple Linear analysis method with the help of SPSS 26. The research results show that product quality, price and product innovation partially have a positive and significant effect on purchase interest in Wardah Pekalongan products. Product quality has a significant effect on Muslim consumers' buying interest in Wardah Pekalongan products. Price has a positive and significant effect on Muslim consumers' buying interest in Wardah Pekalongan products. Product innovation has a significant effect on Muslim consumers' buying interest in Wardah Pekalongan products.

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