Abstract
This study aims to determine how the influence of product quality on consumer buying interest with customer satisfaction as an intervening variable in the Lhoksumawe City Black Market Online Store. The research method used is the method of qualitative data and quantitative data. While the data used is primary data. The data analysis method in this study uses simple linear regression analysis to obtain a comprehensive picture of the effect of product quality variables on consumer buying interest using the SPSS 25 for Windows program. To find out whether there is a significant effect of the independent variable on the dependent variable, a simple linear regression model is used. The results of hypothesis testing using simple regression analysis and t-test indicate that: the t-table value of the Product Quality variable is 7.644 > the t-table value (df: : 68%) is 1.995 so it can be concluded that product quality has a positive and significant effect on Consumer Buying Interest. Path analysis shows the direct effect of Product Quality X on Consumer Buying Interest Y of 0.670. Meanwhile, the indirect effect through Customer Satisfaction Z is 0.803 x 0.273 = 0.2192. From the calculation results obtained, it shows that the direct effect through Product Quality X is greater than the indirect effect on Consumer Buying Interest Y. 995 so that it can be concluded that product quality has a positive and significant effect on consumer buying interest. Path analysis shows the direct effect of Product Quality X on Consumer Buying Interest Y of 0.670. Meanwhile, the indirect effect through Customer Satisfaction Z is 0.803 x 0.273 = 0.2192. From the calculation results obtained, it shows that the direct effect through Product Quality X is greater than the indirect effect on Consumer Buying Interest Y. 995 so that it can be concluded that product quality has a positive and significant effect on consumer buying interest. Path analysis shows the direct effect of Product Quality X on Consumer Buying Interest Y of 0.670. Meanwhile, the indirect effect through Customer Satisfaction Z is 0.803 x 0.273 = 0.2192. From the calculation results obtained, it shows that the direct effect through Product Quality X is greater than the indirect effect on Consumer Buying Interest Y.
Highlights
Competition in the increasingly open business world makes entrepreneurs look for the right strategy to market their products
Based on the results of the study, the researchers concluded that the product quality onThe Lhoksumawe City Black Online Store is descriptively in the high classification or in the good category
This can be seen from the product quality variable (X) significant effect to customer satisfaction (Z)
Summary
Competition in the increasingly open business world makes entrepreneurs look for the right strategy to market their products. Buying interest is obtained from a learning process and a thought process that forms a perception. According to Sukmawati and Suyono in Pramono quoted from Annafik and Rahardjo (2012), buying interest is part of the behavioral component in consuming attitudes. Consumer buying interest is the stage where consumers form their choices among several brands that are incorporated in the choice set. In the end make a purchase on an alternative that he likes the most or the process that consumers go through to buy an item or service based on various considerations. International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
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