VARIETY SEEKING BEHAVIOR MODERATES THE BUYING INTENTIONS
2020
The purpose of this research is to find out: product quality has a positive influence on buying intention,
the price has a positive effect on purchase intention, the behavior of variety-seeking moderates the
influence of product quality on buying intention, and behavior of variety-seeking moderates the influence
of price on buying intention. The sample in this study were some consumers who bought biscuits in
Indonesia. The number of samples in this study was 170 respondents. The questionnaire was distributed
online. Analysis of the data used the SmartPLS 3.2.8 program. Findings from the recent study: Buying
behavior of variety-seeking moderates (strengthens) the effect of product quality on biscuit buying
intentions in Indonesia, buying behavior of variety-seeking moderates (strengthens) the effect of prices
on Indonesian biscuits buying intentions. The results of the study: product quality has a positive effect on
buying intention, the price has a positive effect on buying intention
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