PENGARUH CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP MINAT BELI PADA TOKO PRIMA FRESH MART
Keywords: brand image, service quality, buying interest, fresh mart
AbstractCompetition in the business world is getting tougher and this condition of uncertainty has demanded a better service quality to attract buyers. The ability of employees to provide services will attract consumers to buy. A good service can be achieved if the expectations are much better than what the consumer feel. In addition, the product is well known a good image in the minds of consumers. Data collection techniques are done by observation, questionnaires, and literature study. The purpose of this study is to increase consumer buying interest through brand image and service quality. The research method used is quantitative methods. Variables that are examined Brand Image, Service Quality and Purchase Interest. Data processing techniques are performed by tabulation and using the SPSS Program. The results obtained from 238 Fresh Mart consumer respondents, show that it can be concluded that Brand Image has a positive and significant influence on Purchase Interest. Service Quality Variable has a positive and significant influence on Purchase Interest. Variable Brand Image and Service Quality simultaneously have a significant effect on Purchase Interest, which means Purchase Interest is determined by Brand Image and Service Quality. The conclusion of this research is to increase consumer buying interest of PT. Fresh Mart always strives to improve the quality of service and brand image.