Faktor-Faktor Yang Mempengaruhi Minat Beli Konsumen Jasa Desain Interior

Kesuksesan sebuah perusahaan adalah memahami bagaimana behavior market yang dituju. Dengan memperhatikan faktor-faktor apa saja yang dapat mempengaruhi calon konsumen dari sebuah perusahaan tersebut, terutama perusahaan yang bergerak di bidang jasa desain interior yang produknya bukanlah sebuah produk yang tangible. Penelitian tentang faktor-faktor tersebut telah dilakukan oleh banyak peneliti terdahulu, tetapi masih belum ada yang meneliti tentang pengaruh faktor – faktor tersebut pada jasa desain interior secara komprehensif. Penelitian ini bertujuan untuk mengamati pengaruh faktor-faktor tersebut terhadap minat beli konsumen di Indonesia dengan pendekatan Decomposed Theory of Planned Behavior (TPB) dan mengidentifikasi faktor yang paling mempengari secara signifikan. Dalam penelitian ini mengamati beberapa faktor seperti Perceived Value, Perceived Quality, Satisfaction, Perceived Reputation, , Involvement, Attitude Marketing, Perceived Risk, Interpersonal Influence, dan External Influence. Faktor-faktor tersebut akan menentukan faktor dependan lainnya seperti Trust, Perceived of usefulness, satisfaction yang akan menentukan minat beli konsumen. Penelitian ini menggunakan metode PLS SEM dengan data sebanyak 50 responden yang pernah menggunakan jasa desain interior. Hasil penelitian menunjukkan bahwa variabel trust, yang dipengaruhi oleh satisfaction, dan perceived quality dan perceived usefulness memiliki dampak antar variabel yang signifikan pada minat beli. Sedangkan variabel lainnya memiliki pengaruh positif namun tidak signifikan. Berdasarkan hasil penelitian, penting bagi penyedia jasa untuk menunjukkan kualitas hasil desain, baik penjelasan desain dan masalah yang terselesaikan, maupun testimoni dari konsumen sebagai pengguna jasa baik secara offline maupun social media. ====================================================================================================== The success of a company is to understand how the behavior of the target market. By paying attention to what factors can affect potential customers of a company, especially companies engaged in interior design services whose products are not tangible products. Research on these factors has been carried out by many previous researchers, but still no one has examined the influence of these factors on interior design services comprehensively. This study aims to observe the influence of these factors on consumer buying interest in Indonesia with the Decomposed Theory of Planned Behavior (TPB) approach and identify the factors that have the most significant influence.. This study observes several factors such as Perceived Value, Perceived Quality, Satisfaction, Perceived Reputation, Involvement, Attitude Marketing, Perceived Risk, Interpersonal Influence, and External Influence. These factors will determine other dependent factors such as Trust, Perceived usefulness, satisfaction which will determine consumer buying interest. This study uses the PLS SEM method with data as many as 50 respondents who have used interior design services. The results show that the trust variable, which is influenced by satisfaction, and perceived quality and perceived usefulness have a significant impact between variables on buying interest. While other variables have a positive but not significant effect. Based on the research results, it is important for service providers to show the quality of the design results, both design explanations and resolved problems, as well as testimonials from consumers as service users both offline and on social media