PENGARUH BRAND IMAGE, E-PAYMENT, DAN SERVICE QUALITY TERHADAP MINAT BELI KONSUMEN PADA GERAI ALFAMART

As times change, consumer evaluation of companies is driven by factors that continue to experience shifts due to the inevitable penetration of technology. Adoption of technology is a necessity for every business person as an effort that must be passed to achieve the desired target. Retail as an industry that is resistant to economic fluctuations cannot be separated from the brand image that accompanies its business activities. Technological growth also presents a service segment with a new format, namely E-payment, how its application in retail outlets still depends a lot on the role of the cashier who connects the service with consumers. This research is a quantitative study that aims to determine the effect of brand image, E-payment services, and service quality on consumer buying interest at Alfamart outlets in Purwokerto City. The sample size used is 100 respondents with an interval estimation method. Data were analyzed using a validity test, reliability test, classical assumption test, and multiple linear regression test. The partial test results state that brand image and e-payment have a positive and significant effect on purchase intention, while service quality does not. Simultaneous test results for brand image, e-payment, and service quality have a positive and significant effect on purchase intention. Keywords: Alfamart, Brand image, E-payment, Service quality