Analisis Faktor-faktor Minat Beli konsumen Terhadap Pakaian Bekas (Monza) (Studi Pada Pasar Tradisional Sambu di Medan)

Abstract

Buying interest is an important step that must be passed consumers before deciding to conduct the purchase of a product. Buying interest alone can diindentifikasikan as follows: buying interest where consumers tend to carry out the activities of purchasing, buying interest where consumers tend to give advice to others to buy the product, buying interest where consumers choose a product become the primary choice, which is where the buying interest consumers seek to know information about a product. According to Kotler and Armstrong (2001: 354) there are several factors that influence consumer buying interest in selecting a desired product, namely Quality Product, Price, Promotion and Brand Awareness. The method used in this research is descriptive research with a qualitative approach. Collecting data in this study uses data Primary and Secondary is by way of interviews and observations. The whole informants numbering 15 people consisting of one key informant and 14 key informants. The analysis technique used by the researchers is data reduction, data presentation and conclusion / verification data. Based on the research, of the four factors of consumer purchase interest is the quality of the product, price, promotion and brand awareness. Product quality is the factor most affecting consumer buying interest this case proved with interviews done to 14 consumers with the majority of consumers choose quality products that affect their buying interest. For brand awareness also has a major influence in affecting interest belikonsumen, some consumers choose the product in because of the famous brand.