Variety Seeking Behavior Moderates the Buying Intentions

Abstract

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,