FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PADA PASAR OLEH-OLEH MODERN DI KOTA PEKANBARU

Abstract

. This study aims to determine the Factors Affecting Purchase Interest in Improving Purchasing Decisions in the Modern Souvenir Market in Pekanbaru City. This study uses primary data that is data obtained from questionnaires to customers of modern souvenir markets in Pekanbaru. Secondary data obtained are related to the literature relating to researchers. The sample in this study was 182 people, taken by purposive sampling method. The analytical method used in this study is to use the Structural Equation Model (SEM) analysis with the help of the SmartPLS program. The results showed that 1) Product had a positive and significant effect on purchase intention by 17.7%, 2) Price had a positive and significant effect on purchase intention by 18.6%, 3) Location had a positive and significant effect on purchase intention by 34.0 %, 4) Promotion has a positive and significant effect on purchase intention by 14.5%, 5) Purchase interest has a positive and significant effect on purchasing decisions 62.0%, 6) Products have an effect on purchasing decisions through purchase intention by 10,9%, 7) Price affects purchase decisions through purchase intention by 11.5%, 8) Location affects purchase decisions through purchase intention by 21.1%, and 9) Promotion affects purchase decisions through purchase intention by 9.0%,