GRamedia bookstore bandung strategy to face online sales competition on the marketplace

Reading books is something that we rarely do nowadays, given the many conveniences we get with the facilities through electronic media. Print media is currently being replaced by electronic media. Sources of information we no longer only get through books, on the internet we can get a variety of information that comes from various sources. Physical books have been replaced by e-books, and we can also buy them online in several marketplaces. Gramedia Bookstore as one of the largest bookstores in Indonesia has also adapted to the times, one of which is by improving services through offline and online purchases. For offline purchases in the city of Bandung, Gramedia Bookstore makes innovations in the convenience of its stores and improves service to its consumers. However, this turned out to have no impact on sales, especially during the pandemic, namely at the beginning of 2020. Through a strategy of lowering prices and providing different quality services, Gramedia Bookstore is one of the ways. Researchers conducted a survey of 120 respondents in the city of Bandung, to see the buying interest of consumers, both those who have visited but have not made a purchase or who have never visited Gramedia Bookstore. The method used is descriptive - verification method, to determine the influence of Brand Image, Price, and Service Quality variables on Consumer Buying Interest at Gramedia Bookstore.