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PENGARUH KUALITAS PELAYANAN TERHADAP MINAT BELI KONSUMEN DI INDOMARET CABANG KOTA BANDUNG

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ABSTRACT THE EFFECT OF SERVICE QUALITY TOWARDS INTEREST OF BUYING CONSUMERS ON INDOMARET BRANCH IN BANDUNG Written By: Gracesun Sihotang Nim:1631048 This study aims to examine and provide empirical evidence regarding the effect of service quality on consumer buying interest in the Bandung branch of Indomaret. This research is motivated by the fact that service quality is one of the crucial factors in increasing or decreasing consumer buying interest. The research method used is an empirical method with a descriptive and verification approach, because there are variables that will be explained and analyzed how much influence the variable will have. Data collection is done through primary data collection in the form of a questionnaire distributed to 100 respondents who are consumers of Indomaret. The results of the study showed that the correlation coefficient analysis (r) = 0.618 was the relationship between service quality and strong consumer buying interest. If seen from the significance test The results of the above research show that tcount (7.789> t table (1.984) with a significance level of 0.00 <(α) 0.05, db = (nk-1) 100-1-1 = 98, or Ho is rejected and Ha is accepted, meaning that there is a significant influence between the quality of servants on consumer buying interest, KD = 0.381 means that the contribution of servant loyalty to consumer buying interest is 38.1% while the remaining 61.8% is influenced by other factors outside of this research. seen from a simple regression Y = 2.628 + 0.107 X means that if the quality of service does not exist then the consumer interest already exists at 2.628 and if the service quality goes up one unit then the consumer interest will increase by 0, 107 units. Keywords: service quality and buying interest