Pengaruh Desain Produk dan Kualitas Pelayanan terhadap Minat Beli Konsumen pada Produk Keben di UD. Sedana Mertha

Abstract

In the midst of competition that offers similar products at relatively the same price, entrepreneurs are required to be able to make efforts aimed at attracting consumer buying interest which is expected to have a positive effect on increasing sales. The purpose of this study was to determine the effect of product design and service quality on consumer buying interest in keben products at UD. Sedana Mertha. The population in the study were 600 visitors to UD. Sedana Mertha. The research sample of 86 people was determined by the slovin formula using a non-probability sampling technique, precisely accidental sampling. Data collection was carried out through observation, interviews, documentation, literature, and questionnaires. The data analysis technique used is multiple linear regression analysis, analysis of the coefficient of determination, t test and F test. The product design positive and significant effect on consumer buying interest. . Tthe quality of service has a positive and significant effect on consumer buying interest. So simultaneously there is a positive and significant influence from product design (X1) and service quality (X2) on consumer buying interest (Y), with an influence contribution of 63%. While the influence of other variables outside of this research variable is equal to 37%. The suggestion in this research is that businesses can foster consumer buying interest by making efforts such as improving product design and service quality.