THE EFFECT OF BRAND IMAGE, PRICE AND SERVICE QUALITY ON BUYING INTEREST IN PUTI BAKERY JATIREJO ROSES

The aim of writing this research is to find out how the relationship between brand image, price and service quality influences purchasing interest at Bunga Mawar Puti Bakery Jatirejo. The method used in this research uses descriptive research methods. This research involved buyers at Bunga Mawar Puti Bakery Jatirejo. Data collection was carried out using questionnaire media in the form of a questionnaire. Sampling was carried out using non-probability sampling, namely a population of 1800 using the Slovin formula to 95 respondents. The data analysis method in this research uses the multiple linear regression analysis method, T test and F test. The results of this research show that brand image partially has no effect on consumer buying interest. This result is in line with the price variable which also partially has no effect on buying interest. On the other hand, the results show that the service quality variable partially has a positive and significant effect on consumer buying interest, so it can be concluded that brand image, price and service quality simultaneously influence buying interest at Bunga Mawar Putih Bakery Jatirejo.
Keywords: Brand Image, Price, Service Quality, Purchase Interest.