ANDRIANTO, NPM 2101100019 (2025) PENGARUH KUALITAS PELAYANAN, HARGA, PROMASI DAN DIGITAL MARKETING TERHADAP KEPUASAN PELANGGAN DI MIE GACOAN RANTAU PRAPAT. Tugas_Akhir(Artikel) Economics and Digital Business Review, 7 (1). pp. 427-440. ISSN 2774-2563(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, harga, lokasi, dan variasi menu terhadap minat beli konsumen. Latar belakang penelitian didasarkan pada pentingnya strategi pemasaran yang tepat dalam meningkatkan daya tarik konsumen di tengah persaingan usaha yang semakin ketat. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik analisis regresi linier berganda. Data diperoleh melalui penyebaran kuesioner kepada 96 responden dan diolah menggunakan program SPSS. Hasil penelitian menunjukkan bahwa secara parsial kualitas pelayanan, harga, dan variasi menu berpengaruh signifikan terhadap minat beli, sedangkan lokasi tidak berpengaruh signifikan. Namun secara simultan, keempat variabel tersebut berpengaruh positif dan signifikan terhadap minat beli konsumen. Penelitian ini memberikan implikasi bahwa pelaku usaha perlu mengoptimalkan kualitas pelayanan, penetapan harga yang kompetitif, pemilihan lokasi yang tepat, serta inovasi variasi menu untuk meningkatkan minat beli konsumen. Kata Kunci: Kualitas Pelayanan, Harga, Lokasi, Variasi Menu, Minat Beli ================================================================================================= This study aims to analyze the effect of service quality, price, location, and menu variety on consumer purchase intention. The research background is based on the importance of appropriate marketing strategies in enhancing consumer interest amid increasing business competition. This study employed a quantitative approach with multiple linear regression analysis. Data were collected through questionnaires distributed to 96 respondents and processed using SPSS software. The results indicate that partially, service quality, price, and menu variety significantly affect purchase intention, while location has no significant effect. However, simultaneously, all four variables have a positive and significant effect on consumer purchase intention. This study implies that business actors should optimize service quality, set competitive prices, choose strategic locations, and innovate menu variations to enhance consumer purchase intention. Keywords: Service Quality, Price, Location, Menu Variety, Purchase Intention
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kualitas Pelayanan, Harga, Lokasi, Variasi Menu, Minat Beli============Service Quality, Price, Location, Menu Variety, Purchase Intention |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 01 Dec 2025 04:07 |
| Last Modified: | 01 Dec 2025 04:07 |
| URI: | http://repository.ulb.ac.id/id/eprint/2004 |
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