THE INFLUENCE OF PRODUCT QUALITY AND PRICE ON INTEREST TO BUY DOMPU SPECIAL HONEY AT IKM MART

This research is a quantitative research with a case study on the Dompu community. With the aim of knowing the effect of product quality and price on interest in buying honey. The variables studied were Product Quality (X1 ), Price (X2 ) and Purchase Interest (Y). This study uses a sample of 60 respondents with sampling using accidental sampling method. The method used in this research is Multiple Linear Regression Analysis. This study aims to: (1) find out how much product quality affects buying interest; (2) find out how much the price has an effect on buying interest; (3) how much product quality and price together influence buying interest. This research method is a quantitative research. The sampling technique used was accidental sampling, and the number of samples used was 60 respondents. The data collection technique is primary data or data taken directly from respondents through questionnaires. The analysis technique uses multiple linear regression. The independent variables in this study are product quality and price, while the dependent variable is buying interest. The results show that: (1) Product quality affects buying interest with a contribution of 1.152 or 11.52%, (2) Price affects buying interest with a contribution of 1.112 or 11.12%, and (3) quality of information and trust consumers are jointly influential with a contribution of 10.53%.

services that they can buy. In this case, a smart company will try to fully understand the consumer's decision-making process and their experiences in learning, choosing, and even using the product. There is consumer buying interest among the alternative processes and decision making (purchase intention).
Quality must be measured from the consumer's point of view of the quality of the product itself so that consumer tastes here are very influential. So managing the quality of a product must follow the intended use by consumers. In this case, what is important is to maintain the consistency of product output at the level of quality desired and expected by consumers. Product quality is the ability of a product to perform its function. These capabilities include durability, reliability, precision production, ease of operation and repair, and valuable attributes of the product as a whole.
With the increasing number of producers involved in meeting consumer needs and desires, every company must be careful in setting prices. Price determines the company's continuity because the price is the foundation of whether or not the product or item is sold. Thus, prices are only set competitively, between business people or others may not use mutually detrimental methods. So quality and price are important choice variables for consumers, so the price of a product greatly determines its quality.
Business or economic activity is an activity in business to meet individual needs, both in production, consumption, and distribution, to obtain profits.
In Dompu Regency, the number of industrial business units and workers absorbed by formal and non-formal industries in 2016 has increased. Small and medium industries recorded at the Department of Trade and Industry of Dompu Regency in 2016 were 2724 industries, and in 2018 this increased to 3,227 industries, both formal and informal industries. This increase in the number of industries is also accompanied by an increase in the absorption of industrial workers in the household handicraft industry, industrial chemicals and materials building, metal industry, food industry and clothing and leather industry. This can be seen in table 1 of the data on the number of industries and workers in the Dompu Regency below.
One of the business fields in Dompu Regency is IKM Mart (Micro Small Industry), an outlet owned by the Industry and Cooperative Department of Dompu Regency, West Nusa Tenggara (NTB) which is used to accommodate various local products produced by the existing community. In Dompu district. IKM Mart has 40 products in its outlets, ranging from Dompu culinary specialities, traditional crafts, wild horse milk, coffee, cashew nuts, corn juice, and Dompu honey.
One of the products that are the focus of research by researchers is honey. The following will describe the various types of typical Dompu honey products which are marketed by IKM Mart as follows: Source: IKM Mart Dompu IKM Mart sells Dompu honey as a souvenir from the Regency. Dompu, where honey is a natural substance that has a sweet taste produced by bees from nectar or flower juice or liquid derived from living plant parts collected, converted and bound with certain compounds by bees and then stored in a hexagonal-shaped hive. (Maharani, Permanasari, & Rohayati, 2018).
There are various health benefits of honey. In addition to increasing stamina, the sweet liquid produced by bees is efficacious in maintaining body immunity, relieving coughs, maintaining heart health and much more.
Based on the description of the background above, the researcher is interested in conducting research with the title "The Effect of Product Quality and Price on Interest in Buying Dompu Typical Honey at IKM Mart".

Method
The location in this study is IKM Mart Dompu, the purpose of this study was to see the effect of product quality and price on the Interest in buying Dompu honey. The methodology in this study uses a descriptive quantitative approach, with the research population being people who have purchased honey products at IKM Mart Dompu. To take the sample, the researcher uses an accidental sampling technique, with every community that has ever purchased a honey product will be used as a sample. The total sample found in this study amounted to 60 respondents with a distribution of 34 women and 26 men.

Results and Discussion A. Research Results
The research presents the results of data collection and analysis that has been obtained and then discussed. In order to obtain data, the researcher collaborated with the IKM Mart Dompu manager in helping to provide questionnaires to every consumer who made a purchase of honey at the IKM Mart Dompu store; each questionnaire had 14 statements for the dependent Variable (Y buying Interest). Has 5 statements for the independent variable (X1) product quality has 5 statements. For the independent Variable (X2), the price has 4 statements.
The score used to calculate the value of each statement is "strongly agree" (SS) gets a score of 5 "Agree" (S) gets a score of 4 ", Neutral" (N) gets a score of 3, "Disagree" (TS) gets a score of 2 and "Strongly Disagree" (STS) got a score of 1. The questionnaire was distributed for 1 month by giving it directly to consumers who bought Dompu's special honey products at IKM Mart Dompu. Next, the characteristics of respondents, including gender, age, consumers of specific honey products, will be explained. dompu at IKM Mart Dompu. Descriptive data will describe the average score regarding product quality, price and buying Interest. While the quantitative variables on product quality and buying interest include instrument tests (validity and reliability), classical assumption tests (normality, multicollinearity, heteroscedasticity), data analysis tests (multiple linear regression) and hypothesis testing (f test, T-test)

Characteristics of Respondents
The analysis in this respondent is 60 consumers of typical Dompu honey at IKM Mart who visited only 1 time. This study analyzed data regarding gender and age. Table 3 Characteristics

of Respondents Based on Gender
Based on the table above, respondents are typical of Dompu honey at IKM Mart. Namely, the male and female sexes have close to the same results.
Women are as many as 34 people, while the male respondents are 26 people. Descriptive analysis was conducted to determine the average score of respondents' answers for each aspect of product quality, price, and buying interest variables. The method of testing the average score is done using MS. Excel Table 5 Data Scale Table   The questionnaire on the interval scale table uses a scale of 1-5, and scale 1 shows consumer perceptions of product quality, price and buying. Interest in Dompu Honey at IKM Mart is very bad. In contrast, scale 5 shows consumer perceptions of Dompu's typical Honey products at IKM Mart are very good.

Table 6 Average Score of Dompu's Honey Product Quality Variables at IKM Mart Statistics
Based on the table above, the average score of consumer perceptions of the quality of specific Dompu honey products at IKM Mart Dompu is 20.65. The mean determined by the product quality variable is in a good category. Based on the table above, the average score of consumer perceptions to buy specific Dompu honey products at IKM Mart is currently 20.37, so the mean determined in buying Interest is in a good category.

Test Instrument
In the study, a computer calculation program was used to test the instruments obtained during the study. All questionnaires were tabulated using the Excel 2016 program and then analyzed using the SPSS 2.1 program.

1) Validity Test
The validity test used in this study is to use the Pearson product-moment correlation technique. It is said to be valid if the test results are found to be r arithmetic r table. This testing is done by using data from 60 respondents. It is known that N= 60 and = 5%, then r count (5%, 60-2) = 000

Multiple Regression Analysis
Multiple linear regression is used to influence one or more independent variables and dependent variables.  Based on scatterplots From the above it can be seen that the points spread randomly, not having a certain pattern. So that the residual does not occur heteroscedasticity, it can be used to predict consumer buying interest, based on the independent variables, namely product quality and price.

Simultaneous Test F F test
F test is used for determine whether there is an effect between product quality and price together on consumer buying interest. If the calculated F value is greater than the F table value, then the alternative hypothesis which states that all independent variables simultaneously has a significant effect on the dependent variable.

Test t
The t-test was conducted to determine the significant effect between the independent variable product quality (X1) and the price variable (X2) with the dependent variable buying interest (Y). If t count at sig 0.05, then H0 is rejected, and Ha is accepted

Coefficient of Determination Test (R2)
The determinant coefficient essentially measures how far the model's ability to explain the dependent Variable is. The coefficient of determination (R2) from the results of multiple linear regression shows how much the dependent Variable (buying interest) is influenced by the independent variables (product quality and price). The results of the coefficient test (R2) can be seen in the table. The calculation results based on the table above show that the determinant coefficient (R2) obtained is 0.036. This means that the product quality influences 0.36% of respondents' buying interest, and 99.64% of prices are influenced by other variables not examined in this study.

B. Discussion
This study aims to determine 1) the effect of product quality on buying Interest in Khad Dompu honey at IKM Mart. 2) the effect of price on buying Interest in Dompu typical honey at IKM Mart. 3) the combined effect of product quality and price on buying Interest in Dompu honey at IKM Mart. It can be seen that the characteristics of the respondents in this study were the majority of women with a proportion of 56.7% and men at 43.3%. The authors stated that most respondents are female because women are more consumptive than men. Women are more careful in comparing products in any form, such as beverage products. Women are more likely to compare the taste felt like typical dump honey.
Based on the age characteristics of the respondents in this study, the majority were aged 25-30 years, with a proportion of 45.0%. The author argues that respondents aged 25-30 because researchers are easier to communicate in conveying explanations about the research. At the age of 25-30 years, they buy more honey for their own needs and for their families, whose prices can be reached by that age group. From the results of the descriptive analysis of the buying interest variable in table 20, which has an average score of 20.37, which is included in the good variable category, it can be interpreted that consumers who are very positive about dumping honey products at IKM mart and feel satisfied with the product.
Suppose you look at the average score of each statement item on the product quality variable. In that case, it is 20.65, so it is included in the good category, which means that the quality of the product from Dompu honey at IKM Mart is guaranteed, the honey produced has a user time limit or is expired at IKM Mart. In producing dumps honey, Dump has maintained the durability of the product, which has been produced and trusted by consumers.
I feel that the packaging of Dompu's typical honey products at IKM Mart is not easily damaged because the quality of the packaging is maintained in the packaging to avoid product leakage.
When viewed from the average score on the price variable, it has an average score of 16.03, which is included in the good category, which means that the price of typical Dompu honey products produced by various places is deposited at the IKM Mart Dompu store.
I feel that the price of typical Dompu honey at IKM Mart is very affordable and can be bought by all people. Dompu's speciality honey is of good quality so that consumers can buy and enjoy Dompu's speciality honey at IKM Mart. The stability of the price of Dompu typical honey is maintained. It is still good even though there is an increase in the price of typical Dompu honey products because raw materials from honey bees are sometimes difficult to obtain.
When viewed from the average score of statements on the buying interest variable, which has an average score of 1.484, which is included in the good category, it can be interpreted that consumers are very positive about dump honey products at IKM mart and are satisfied with dumps honey products. It can be interpreted that consumers have the desire and desire to buy honey.
Based on the data processing through the F test, the variables of product quality and price together affect consumer buying interest which can be seen in the F test table, namely F count 1.053 > 2.09. The results of this study were conducted The author determines that product quality and price together affect the Interest in the bell, this shows that the quality of the product is guaranteed quality and quality, in terms of prices that are affordable for all people, prices are stable and able to compete with other shops so that influence consumers to buy the product, The results of the partial hypothesis test show that the quality of the product (X1) is 1.152 at 0.254 > 0.05, then H0 is rejected, meaning that the quality of the product (X1) does not affect buying Interest. The calculated t value for the price (X2) is 1.112 at a significance of 0.271 > 0.05, then H0 is rejected, meaning that the price (X2) does not affect buying Interest.
The quality of the product does not affect buying Interest, according to the author, from the results of the research above, this occurs because the packaging of specific Dompu honey products is almost the same from all gift shops, for example, judging by the size of the juice, the packaging is in mini shapes, bottles and others. Judging from the colour of the honey and judging by the taste, all honey produced from other places is made using a mixture of honey sweeteners so that the honey tastes the same in other shops. This causes product quality to have no significant effect on consumer buying interest.
Prices affect buying Interest because prices have not been able to be reached by all groups, so prices can inhibit consumer purchases because the price of typical Dompu honey at IKM marts is quite high compared to other places.

Conclusion
It is suspected that the quality of the product partially has a significant effect on the Interest in buying dumps honey at IKM MART. It is suspected that simultaneously has a significant effect on the Interest in buying typical Dompu honey at IKM MART.
The f test shows that product quality (X1) price (X2) affects buying Interest. This can be produced by the calculated f of 1.053 with a significant number (p-value) 0.355 <0.05. It can be concluded that H0 is rejected and Ha is accepted.
The first hypothesis t-test based on regression analysis said no influence between product quality variables on buying Interest. The calculated t value for the price variable is 1.112 while the t table value is 1.67022, a significance of 0.271 <0.05, meaning that for this comparison, H0 is rejected and Ha is accepted, it can be stated that the price has a positive effect on buying Interest.
The calculation results based on the table above show that the determinant coefficient (R2) obtained is 0.036. This means that 0.36% of respondents' buying interest is influenced by product quality, and 99.64% of the price is influenced by other variables not examined. The calculation results based on the table above show that the determinant coefficient (R2) obtained is 0.036. This means that 0.36% of respondents' buying interest is influenced by product quality, and 99.64% of the price is influenced by other variables not examined