Factors Affecting Purchasing Interest

Oct 13, 2025 by talynt.org 21 views

Analysis of Factors of Consumer Purchase Interest on Used Clothing (Monza) (Study of Sambu Traditional Market in Medan)

Introduction

In the world of consumer behavior, understanding the factors that influence purchasing decisions is crucial for businesses to succeed. The Sambu traditional market in Medan, Indonesia, is a hub for used clothing sales, and it is essential to analyze the factors that drive consumer interest in buying these products. This study aims to investigate the factors that affect consumer purchasing interest in used clothing sold in the Sambu traditional market in Medan.

Understanding Consumer Buying Interest

Consumer buying interest is a critical step in the purchasing process, and it can be defined as a tendency for consumers to carry out purchasing activities, recommend products to others, choose products as the first choice, and find more information about the product. According to Kotler and Armstrong (2001: 354), there are several factors that influence consumer purchasing interest in choosing the desired product, namely product quality, price, promotion, and brand awareness. In this study, we will analyze these four factors in the context of used clothing sold in the Sambu traditional market in Medan.

Research Methodology

The method used in this study is descriptive research with a qualitative approach. Data collection is carried out through interviews and observations, using primary and secondary data. The informants in this study numbered 15 people, consisting of one key informant and 14 other informants. The analysis techniques used include data reduction, data presentation, and drawing/data verification.

Factors Affecting Purchasing Interest

Based on the results of the study, there are four factors that affect consumer buying interest in used clothing, namely:

1. Product Quality

Product quality is proven to be the most influential factor for consumer purchasing interest. In an interview with 14 consumers, the majority states that they choose products based on quality. Good quality provides trust to consumers and motivates them to make purchases. The importance of product quality cannot be overstated, as it directly affects the consumer's decision-making process.

2. Price

Besides quality, the price also plays an important role. Used clothing often has a more affordable price compared to new clothes. This makes the product an attractive choice, especially for consumers who pay attention to the budget. The price sensitivity of consumers is a crucial factor in the purchasing decision, and businesses must consider this when setting prices.

3. Promotion

Effective promotion can attract the attention of consumers. Interesting marketing tactics can increase buying interest, both through discounts, advertisements, and other promotional strategies. Promotion is a key factor in creating awareness and driving sales, and businesses must invest in effective marketing strategies to succeed.

4. Brand Awareness

Brand awareness also plays a big role in consumer decisions. Some consumers tend to choose products from known brands, even though these products are used clothing. The famous brand provides a sense of security and trust for consumers. Brand awareness is a critical factor in building trust and loyalty with consumers, and businesses must invest in building their brand reputation.

Conclusion

Consumer buying interest in used clothing in traditional Sambu markets in Medan is influenced by product quality, price, promotion, and brand awareness. Product quality is the main factor that influences consumer purchasing decisions, followed by competitive prices and attractive promotions. In addition, brand awareness contributes to purchasing decisions, where famous brands can attract the attention of consumers.

By understanding these factors, used clothing sellers in the Sambu traditional market can design a more effective marketing strategy and increase the attractiveness of their products in the eyes of consumers. As a result, this research provides valuable insight for market participants and researchers in the field of consumer behavior.

Recommendations

Based on the findings of this study, the following recommendations are made:

Used clothing sellers in the Sambu traditional market should focus on improving product quality to increase consumer purchasing interest.
Businesses should consider the price sensitivity of consumers and set prices competitively to attract more customers.
Effective promotion strategies should be implemented to create awareness and drive sales.
Brand awareness should be built through various marketing strategies to increase trust and loyalty with consumers.

Limitations

This study has several limitations, including:

The study was conducted in a specific market (Sambu traditional market in Medan) and may not be generalizable to other markets.
The sample size was relatively small (15 informants), which may limit the reliability of the findings.
The study only focused on four factors (product quality, price, promotion, and brand awareness) and may not have considered other factors that influence consumer purchasing interest.

Future Research Directions

Future research should aim to:

Investigate the factors that influence consumer purchasing interest in other markets and contexts.
Examine the impact of digital marketing on consumer purchasing interest in used clothing.
Develop a more comprehensive model of consumer purchasing interest that considers multiple factors.

By understanding the factors that influence consumer purchasing interest in used clothing, businesses can design more effective marketing strategies and increase the attractiveness of their products in the eyes of consumers. This study provides valuable insight for market participants and researchers in the field of consumer behavior.
Frequently Asked Questions (FAQs) About Consumer Purchase Interest on Used Clothing

Q: What is consumer buying interest, and why is it important?

A: Consumer buying interest is a tendency for consumers to carry out purchasing activities, recommend products to others, choose products as the first choice, and find more information about the product. It is an important step in the purchasing process, and understanding it is crucial for businesses to succeed.

Q: What are the factors that influence consumer purchasing interest in used clothing?

A: The four factors that influence consumer purchasing interest in used clothing are product quality, price, promotion, and brand awareness. These factors are critical in driving consumer purchasing decisions and must be considered by businesses when designing their marketing strategies.

Q: Why is product quality so important in consumer purchasing interest?

A: Product quality is the most influential factor in consumer purchasing interest. Good quality provides trust to consumers and motivates them to make purchases. It is essential for businesses to focus on improving product quality to increase consumer purchasing interest.

Q: How does price affect consumer purchasing interest in used clothing?

A: Price is an important factor in consumer purchasing interest, especially for consumers who pay attention to the budget. Used clothing often has a more affordable price compared to new clothes, making it an attractive choice for consumers.

Q: What role does promotion play in consumer purchasing interest?

A: Effective promotion can attract the attention of consumers and increase buying interest. Interesting marketing tactics, such as discounts, advertisements, and other promotional strategies, can drive sales and create awareness.

Q: Why is brand awareness important in consumer purchasing interest?

A: Brand awareness is a critical factor in building trust and loyalty with consumers. Famous brands can attract the attention of consumers and increase purchasing interest.

Q: How can businesses design a more effective marketing strategy to increase consumer purchasing interest in used clothing?

A: Businesses can design a more effective marketing strategy by focusing on improving product quality, setting competitive prices, implementing effective promotion strategies, and building brand awareness.

Q: What are the limitations of this study, and how can they be addressed in future research?

A: The study has several limitations, including a small sample size and a focus on a specific market. Future research should aim to investigate the factors that influence consumer purchasing interest in other markets and contexts, examine the impact of digital marketing on consumer purchasing interest, and develop a more comprehensive model of consumer purchasing interest.

Q: What are the implications of this study for businesses and researchers in the field of consumer behavior?

A: This study provides valuable insight for market participants and researchers in the field of consumer behavior. By understanding the factors that influence consumer purchasing interest in used clothing, businesses can design more effective marketing strategies and increase the attractiveness of their products in the eyes of consumers.

Q: What are the future research directions for this study?

A: Future research should aim to investigate the factors that influence consumer purchasing interest in other markets and contexts, examine the impact of digital marketing on consumer purchasing interest, and develop a more comprehensive model of consumer purchasing interest.

Q: How can consumers make informed purchasing decisions when buying used clothing?

A: Consumers can make informed purchasing decisions by considering the factors that influence consumer purchasing interest, such as product quality, price, promotion, and brand awareness. They should also research the product and read reviews from other consumers to make an informed decision.

Q: What are the benefits of buying used clothing?

A: Buying used clothing can be beneficial for consumers who are looking for affordable and sustainable fashion options. Used clothing can also be a great way to reduce waste and support local businesses.

Q: How can businesses reduce waste and increase sustainability in their operations?

A: Businesses can reduce waste and increase sustainability in their operations by implementing sustainable practices, such as using eco-friendly materials, reducing energy consumption, and implementing recycling programs. They can also consider donating or repurposing unsold products to reduce waste.