EFFECT OF SERVICE QUALITY AND WEBSITE QUALITY ON BUYING INTEREST (Case Study on Indomaret Consumers) Mega Nur Khoerussyahidah
Universitas Pendidikan Indonesia
Abstract
This study aims to test empirically the effect of service quality and website quality on purchase intention of Indomaret consumers. This analysis uses independent variables of service quality and website quality. The dependent variable is buying interest. The sample of this research is Indomaret consumers. Samples were conducted by purposive sampling method. The data was collected by means of a questionnaire distributed directly to Indomaret consumers who are followers of Klikindomaret Instagram as many as 40 questionnaires. The statistical method uses multiple linear regression analysis, by testing the hypothesis test statistical t. The results of this study indicate that the quality of service and quality of the website have an effect on the buying interest of Indomaret consumers.
Keywords: service quality- website quality- buying interest.
