Effects of Location, Price, and Diversity Product to Interest Buy Consumer at Traditional Traders in Cirebon City
Keywords:
Location, Price, Product Diversity, Buying InterestAbstract
This study aims to determine the effect of location, price and product diversity on consumer buying interest (a case study on traders at Gambir Traditional Market, Tebing Tinggi City). The research method used is a quantitative method using SPSS version 25.00. The results of distributing the questionnaires to the public were 96 respondents. The analytical method used in this study is to use an instrument test, namely the validity and reliability test. The classical assumption test is normality test, multicolonearity test, heteroscedasticity test, multiple linear regression analysis, coefficient of determination analysis (R2), hypothesis testing, namely T test and F test. The results of SPSS in this study, namely the location variable (X1) affects the interest variable buying (Y), Price Variable (X2) has no effect on buying interest (Y), Product Diversity (X3) has an effect on buying interest (Y) and Location (X1) are the most dominant variables affecting Buying interest (Y).
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