| dc.description.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. | en_US |
