Consumer Buying Interest Reviewed from Location, Price, and Service Quality in the Digitalization Era (Study on Edi Jaya Cell Nganjuk)
DOI:
https://doi.org/10.29407/ejechr70Abstract
Research aim: This study aims to analyze the influence of location, price, and service quality on consumer buying interest in Edi Jaya Cell Nganjuk in the digitalization era.
Design/Methode/Approach: A causal quantitative approach is the basis of this research. The study population is consumers who have made at least one purchase at Edi Jaya Cell Nganjuk. The research sample totaled 40 respondents and was determined by accidental sampling technique. Data was obtained through a Likert scale questionnaire which was distributed using Google Form to Edi Jaya Cell Nganjuk consumers, then analyzed using multiple linear regression with the help of IBM SPSS Statistics version 27.
Research Finding: This study provides empirical evidence regarding the influence of location, price, and service quality on consumer buying interest, both partially and simultaneously, in the context of credit counters in the midst of digital purchase competition.
Theoretical contribution/Originality: The contribution of this research lies in the simultaneous testing of location, price, and service quality on buying interest in the context of micro-scale credit counter business in the era of digitalization, thereby strengthening the study of retail marketing of services in MSMEs. The study also confirms that conventional marketing factors remain relevant even though consumers have app-based purchasing alternatives.
Practitionel/Policy implication: The research findings are expected to be a reference for Edi Jaya Cell in strengthening the ease of location access, arranging a competitive price strategy, and improving the service quality so that consumer buying interest remains formed in the midst of digital purchasing alternatives.
Research limitation: The research was limited to one object, namely Edi Jaya Cell Nganjuk, and focused on three independent variables, namely location, price, and service quality, with consumer respondents having made a purchase at least once.
Keywords:
Location, Price, Service Quality, Consumer Buying Interest, Digitalization EraDownloads
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