HOW TO BUILD PURCHASE INTENTION IN MA MAYO?

Abstract

Business in the field of food had the potential and benefits to be developed because it was play an important role in the equalization of business in Indonesia, and was able to absorb the most labor force, so it required processed food products that could meet market needs and had different advantages and values that could be felt by consumers. That was what drives the formation of Ma Mayo, this business provide home-made mayonnaise that was healthy and practical for consumption by peoples. The purpose of this study was to determine the effect of price variables on purchase interest and the effect of product quality variables on purchase interest of Ma Mayo products. The research method used was quantitative with a population of 212 people. This study used a non probability sampling technique, with the criteria for respondents which were aged 20-25 years old who are Ciputra University students majoring in International Business Management in 2016, after using the Slovin formula, a total sample of 138 people was obtained, then the data were measured on a Likert scale of 1-5. Data were analyzed quantitatively using multiple linear regression and processed statistically with the help of SPSS 26. The results of multiple linear regression test obtained the highest coefficient value was the product quality variable of 0.445, meaning the influence of product quality variables was greater than the price variable in increasing buying interestThe results of the analysis showed that the price variable influences purchase interest and the product quality variable influences the purchase interest of Ma Mayo products.