THE INFLUENCE OF PRODUCT QUALITY AND VARIETY ON CONSUMER BUYING INTEREST (CASE STUDY OF GREEN ARGOPURO, SUMBERMALANG SUBDISTRICT)

Abstract

This study aims to determine the effect of product quality and variety on consumer buying interest in Green Argopuro, Sumbermalang District. This study used a sample of 60 consumers. The data analysis method used is multiple linear regression analysis. The results obtained in this study indicate that product quality has a significant effect on buying interest (Y) with a t-count value of 2.937 and t-table 2.002 which means t-count is greater than t-table and singnifikasinya 0.004 which means less than 0.05. Meanwhile, product variations also have a significant effect on consumer buying interest with a t-count value of 5.507 and t-table 2.002 and a significance value of 0.000, which is smaller than 0.05.  And simultaneously the variable product quality and product variety has a significant influence on consumer buying interest in Green Argopuro District Sumbermalang with the value of F obtained is 74.371 which is greater than f table 3.16 and a significance value of 0.000 which is smaller than 0.05. The conclusion of this study is that the variable quality and variety of products have a significant influence partially or simultaneously on consumer buying interest in Green Argopuro District Sumbermalang.