Pengaruh Persepsi Harga, Social Media Marketing, dan Kualitas Pelayanan terhadap Minat Beli Konsumen (Penerbit dan Toko Buku Zanafa Pekanbaru)

nurul oktaviani

Abstract


This study aims to determine the effect of perceived price, social media marketing and service quality on consumer buying interest at Zanafa Publisher and Bookstore Pekanbaru. The method used in this research is descriptive and quantitative statistics with a research model accidental sampling. The sample in this study amounted to 98 respondents who were determined using explanatory research and using a questionnaire for data collection techniques. From the analysis of data with measurement models, structural models and hypothesis testing, the results show that price perceptions do not have a positive and significant effect on consumer buying interest path value 0.695 > 0.05 and t-statistic 0.392 <1.96, social media marketing has a positive and significant effect on consumer buying interest by path value 0.001 <0.05 and t-statistic 3.255 > 1.96, and service quality has a positive and significant effect on consumer buying interest by path value 0.001 <0.05 and t-statistic 3.199 > 1.96.

Keywords


Perceived Price, Social Media Marketing, Quality of Service and Consumer Purchase Intention.

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DOI: http://dx.doi.org/10.31258/jab.21.2.69-78

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