The Effect of Menu Diversity, Location and Price on Consumer Buying Interest at Cindy Kwala Begumit Rice Shop

Cindy Melati Putri, Erwansyah ,, Roro Rian Agustin

Abstract


This study aims to analyze the influence of menu diversity, location and price on consumer buying interest. The location of the research was carried out at the Cindy Kwala Begumit Rice Shop. The sample of this study is 100 respondents who are consumers of the Cindy Rice Shop. The method used is multiple linear regression analysis with processing assisted by SPSS Software v 25. The results of the study show that partially Menu Diversity (X1) has a significant positive influence on Consumer Buying Interest. Location (X2) has a significant positive influence on Consumer Buying Interest. Price (X3) has a significant positive influence on Consumer Buying Interest. Meanwhile, simultaneously Menu Diversity (X1), Location (X2) and Price (X3) have a significant positive influence on Consumer Buying Interest.


Keywords


Menu Diversity, Location, Price and Consumer Buying Interest

Full Text:

PDF

References


Alma, B. (2016). Manajemen Pemasaran dan Pemasaran Jasa. Alfabeta.

Arifianto, Y. (2005). Analisis Pengaruh Kualitas Pelayanan, Kualitas Produk, Komitmen Pelanggan, Kepercayaan Pelanggan dan Harga Produk terhadap Loyalitas Pelanggan. Fakultas Ekonomi Undip.

Bernadine. (2005). Analisis Pengaruh Kualitas Layanan terhadap Kepuasan Pelanggan. Jurnal Ekonomi Perusahaan, 12(3), 318–345.

Durianto, D. (2013). Strategi Menaklukan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Cetakan 10. PT Gramedia Pustaka Utama.

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.

Kotler, P., & Armstrong, G. (2014). Principle of Marketing, 15th Edition. Pearson Pretice Hall.

Kotler, P., & Armstrong, G. (2018). Principles of Marketing. Pearson.

Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition. Pearson Pretice Hall, Inc.

Mubayyanah, Kunaifi, A., Rahman, F., & Rosyid, A. (2021). Ragam Menu Harga dan Lokasi PegaruhyaTerhadap Loyalitas Pelanggan Restoran. Jurnal Ekonomi Bisnis Dan Manajemen, 1(1), 58.

Sudaryono. (2016). Manajemen Pemasaran Teori dan Implementasi. CV Andi Offset.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. CV Alfabeta.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. CV Alfabeta.

Sari, M. M., Yanti, E. D., & Doni, R. R. (2023, November). Pengembangan Potensi Ekonomi Masyarakat Desa Kwala Serapuh: Pendekatan Berbasis Pemberdayaan Ekonomi. In Journal of Social Responsibility Projects by Higher Education Forum (Vol. 4, No. 2, pp. 108-116).

Tjiptono, F. (2016). Service, Quality & Satisfaction. Andi.




DOI: https://doi.org/10.24114/jcrs.v8i2.62524

Article Metrics

Abstract view : 80 times
PDF - 67 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Cindy Melati Putri, Erwansyah ,, Roro Rian Agustin

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

p-ISSN: 2549-1849

e-ISSN: 2549-3434

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.