PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP MINAT BELI PRODUK GAMIS PADA TOKO MALEENA MOSLEM LAMONGAN (STUDI KASUS PADA TOKO MALEENA MOSLEM LAMONGAN)

Abstract

This research aimed to increase the consumers’ buying intention in Maleena Moslem shop, Lamongan since there was strong competition with the online shop. The respondents were consumer’s candidates of Maleena Moslem shop, Lamongan who had come to the shop but had not purchased the products yet. Moreover, there were three variables namely, price, promotion, and product quality of Moslem dresses on the consumers’ buying intention in Maleena Moslem shop, Lamongan. The result concluded that price, promotion, and product quality had a positive and significant effect on the consumers’ buying intention of Maleena Moslem shop, Lamongan. In other words, the management of Maleena Moslem shop needed to give affordable prices for the consumers, weekly or monthly discounts, improve product quality with branded products, and be eager to accept complaints in form of a suggestion box, google review, and complaints link in order to improve the consumers’ buying intention of Maleena Moslem shop, Lamongan.