PENGARUH PRODUK TERHADAP MINAT BELI KONSUMEN (STUDI KASUS DI TOKO RISMA FASHION KECAMATAN PEUSANGAN KABUPATEN BIREUEN)

THE INFLUENCE OF PRODUCTS ON CONSUMER BUYING INTEREST (CASE STUDY AT RISMA FASHION STORE, PEUSANGAN DISTRICT, BIREUEN REGENCY)

Abstract

The study aimed to determine whether products influence consumer purchasing interest. The micro-study was conducted at the Risma Fashion Store in Peusangan District, Bireuen Regency. The research method was quantitative associative. Data collection was conducted through questionnaires and observations, contacting 108 respondents who had used and purchased products at the Risma Fashion Store using proportionate stratified random sampling. Based on data analysis using regression and correlation models, it was found that product factors definitely influence consumer purchasing interest. Respondents reasoned that better product quality would further stimulate or encourage purchasing interest. Based on the coefficient of determination, the adjusted R-square was 0.423. This statistical calculation indicates that the product variable's ability to explain 42.3% of the variation in purchasing interest, while the remaining 57.7% was explained by factors outside the regression model analyzed.