SITI HOTMAYANI RAMBE, NPM 2101100152 (2025) PENGARUH HARGA, CITA RASA, LOKASI, DAN KUALITAS PELAYANAN TERHADAP MINAT BELI KONSUMEN ARIYA BAKERY. Tugas_Akhir(Artikel) Economics, Business and Management Science Journal, 5 (2). pp. 402-413. ISSN 2775-3794(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh harga, cita rasa, lokasi, dan kualitas pelayanan terhadap minat beli konsumen di Toko Ariya Bakery Kota Raja. Metode penelitian yang digunakan adalah kuantitatif dengan teknik analisis regresi linear berganda menggunakan SPSS versi 22. Sampel penelitian berjumlah 96 responden yang merupakan pelanggan Toko Ariya Bakery, ditentukan menggunakan rumus Lemeshow karena populasi tidak diketahui secara pasti. Hasil penelitian menunjukkan bahwa secara parsial, harga berpengaruh positif dan signifikan terhadap minat beli konsumen (t-hitung = 2,007 > t-tabel = 1,661; sig. 0,048 < 0,05). Cita rasa juga berpengaruh positif dan signifikan terhadap minat beli (t-hitung = 3,322 > t-tabel = 1,661; sig. 0,001 < 0,05). Lokasi terbukti berpengaruh positif dan signifikan terhadap minat beli (t-hitung = 3,083 > t-tabel = 1,661; sig. 0,003 < 0,05). Namun, kualitas pelayanan tidak berpengaruh signifikan terhadap minat beli konsumen (t-hitung = 0,845 < t-tabel = 1,661; sig. 0,400 > 0,05). Secara simultan, keempat variabel berpengaruh signifikan terhadap minat beli dengan nilai F hitung sebesar 68,677 dan koefisien determinasi (R²) sebesar 74%, yang berarti 74% variasi minat beli dapat dijelaskan oleh keempat variabel tersebut, sementara 26% dipengaruhi oleh faktor lain yang tidak diteliti. Kata Kunci: Minat Beli Konsumen, Harga, Cita Rasa, Lokasi, Kualitas Pelayanan ============================================================================= This study aims to analyze the influence of price, taste, location, and service quality on consumer buying interest in Ariya Bakery Toko Kota Raja. The research method used was quantitative with multiple linear regression analysis techniques using SPSS version 22. The research sample totaled 96 respondents who were customers of the Ariya Bakery Shop, determined using the Lemeshow formula because the population was not known for sure. The results showed that partially, prices had a positive and significant effect on consumer buying interest (t-count = 2.007 > t-table = 1.661; sig. 0.048 < 0.05). Taste also had a positive and significant effect on buying interest (t-count = 3.322 > t-table = 1.661; sig. 0.001 < 0.05). Location was proven to have a positive and significant effect on buying interest (t-count = 3.083 > t-table = 1.661; sig. 0.003 < 0.05). However, the quality of service did not have a significant effect on consumer buying interest (t-count = 0.845 < t-table = 1.661; sig. 0.400 > 0.05). Simultaneously, the four variables had a significant effect on buying interest with an F-calculated value of 68.677 and a coefficient of determination (R²) of 74%, meaning that 74% of the variation in buying interest could be explained by these four variables, while 26% were influenced by other factors that were not studied. Keywords: Consumer Buying Interest, Price, Taste, Location, Service Quality
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Minat Beli Konsumen, Harga, Cita Rasa, Lokasi, Kualitas Pelayanan=============Consumer Buying Interest, Price, Taste, Location, Service Quality |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 04 Nov 2025 02:47 |
| Last Modified: | 04 Nov 2025 02:47 |
| URI: | http://repository.ulb.ac.id/id/eprint/1914 |
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