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DESCRIPTIVE STUDY OF CONSUMER BUYING INTEREST AT 35 DEPARTMENT STORES IN
BENGKALIS CITY
(CASE STUDY ON THE BENGKALIS COMMUNITY)
Student name : Silvia
Reg number : 5103191371
Supervisor : Bustami, S.ST., M.Si
Abstract
Buying interest is influenced by the characteristics of the buyer itself, in the form of transactional interest, reference interest, preferential interest, and exploration interest. Purchase will judge based on the factors it has. This study aims to determine the factors that influence consumer buying interest decisions at 35 department stores in the city of Bengkalis. This type of research is descriptive which was conducted by distributing questionnaires to 100 respondents using non-probability sampling method. The results of this study indicate that transactional interest gets an average score of 4.18 belonging to the high class, referential interest gets an average score of 4.11 belongs to the high class, personality and preferential interest gets an average score of 1.02 belongs to the very low class, exploratory interest got a mean score of 1.07 classified as very low class. So the most dominant factor influencing purchasing decisions in the city of Bengkalis 35 is transactional interest, while the lowest factor influencing purchasing decisions in the city of Bengkalis 35 is preferential interest.
Keywords: Bengkalis, Buying Interest, Consumers, Convenience Store 35
