Hubungan antara Perilaku Konsumen dengan Minat Membeli Produk di Wardah Beauty House Medan

Abstract

Basically this study aims to determine the relationship of consumer behavior and interest in buying products in Wardah beauty house Medan. It is assumed that consumer behavior is high then buying interest is increasing or otherwise consumer behavior is low then buying interest decreasing. The research is based on the buying interest scale method composed of aspects in buying interest according to Kinnear and Taylor (in Sukmawati 1994): Interest, Desire, and Confidence. And the scale of consumer behavior based on aspects according to Aker (in Simamora, 2003) states that in consumer behavior there are three aspects which is a meaningful value for consumers namely: Functional aspects, emotional aspects, and Aspects of self-expression value. Both scales use the likert method. Based on data analysis, the following results obtained: there is no significant relationship between consumer behavior with buying interest, where rxy = 0.088; P = 0.00 <0.05. This means the better the consumer behavior, the higher the buying interest. The result of this research is in line with Jaka (2011) research about "The influence of consumer behavior on buying interest in self-service of Karanganyar" to get the result there is no relation between consumer behavior with buying interest, whichever influence buying interest are: goods, service, price, And quality of goods.