Pengaruh Kualitas Produk, Inovasi Produk dan Harga Produk terhadap Minat Beli Pelanggan

Abstract

This research was conducted in April at the Andra Tengguli Cracker UMKM,Brebes which currently has 3 kinds of cracker products and has varying prices for each product. This study aims to determine the effect of product quality, product innovation, and product prices on customer buying interest in Andra Tengguli cracker SMEs. This research method uses quantitative methods. The population in this study were all consumers who made purchases at Crackers Andra Tengguli and the sample in this study amounted to 100 respondents. The sampling technique used accidental sampling. The data collection method uses primary data and secondary data with the help of SPSS software. The results showed that partially (t test) product quality (X₁) had a negative effect on Purchase Interest (Y), Product Innovation (X₂) had a positive effect on Purchase Intention (Y), and Product Price (X₃) had a positive effect on Purchase Intention (Y). Simultaneously (F test) shows that there is a significant effect between Product Quality (X₁), Product Innovation (X₂) and Product Price (X₃) variables on Purchase Interest (Y).