Effect Of Price And Food’s Quality On Consumer Buying Interest Mediated By Brand Image In Culinary Tourism Kebon Ayu Village, West Lombok Regency
DOI:
https://doi.org/10.56910/ictmt.v1i2.132Keywords:
Price, Food Quality, Brand Image, Buying InterestAbstract
The aim of this research is to examine and elucidate the relationship between food quality and price and customer buying interest in culinary tourism in Kebon Ayu village, West Lombok Regency, as it is mediated by brand image. The focus of this extensive study is on the statistical processing of numerical data, specifically looking at the factors that arise. The study's findings will explain how food prices and quality affect consumer purchasing interest in culinary tourism in Kebon Ayu village, West Lombok Regency, and how this is mediated by brand image.. The sample of this study was tourists who came to visit the culinary tourism of Kebon Ayu village as many as 120 people. Data collection techniques using questionnaires and data were tested and analyzed using multiple linear regression with SPSS Version 20. Based on the results of research data analysis, it can be concluded that (1) price affects buying interest (2) food quality affects buying interest (3) brand image affects buying interest (6) price affects buying interest mediated by brand image (7) food quality affects buying interest mediated by brand image.
References
Alma, B. (2016). Manajemen Pemasaran dan Pemasaran Jasa. alfabeta.
Angelina Rares, R. J. J. (2015). THE EFFECT OF THE PRICE, PROMOTION, LOCATION, BRAND IMAGE AND QUALITY PRODUCTS TOWARDS THE PURCHASE DECISION OF CONSUMERS AT BENGKEL GAOEL STORE MANADO TOWN SQUARE. Jurnal EMBA, 3(2), 592–604.
Arianty, N., Muhammadiyah, U., & Utara, S. (2018). EFFECT OF ADS AND QUALITY OF PRODUCTS ON DECISION OF PURCHASING. International Conference On Global Education, VI(August).
Citra Savitri, F. P. A. (2017). PENGARUH E-PROMOTION DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN PRODUK DI PT. XYZ. Buana Ilmu, 4(2), 253–279.
Ferdinand, A. (2014). Metode Penelitian Manajemen. Badan Penerbit UNDIP.
Knight, J.B., Kotschevor, L. (2000). Quality Food Production Planning and Management (3rd ed.). Simultaneously.
Kotler, P. dan G. A. (2016). Dasar-Dasar Pemasaran (9th ed.). Erlangga.
Kurniawati, D. S., & Kusumawati, A. (2014). KEPUASAN DAN LOYALITAS PELANGGAN ( Studi pada Pelanggan KFC Cabang Kawi Malang ). Jurnal Administrasi Bisnis (JAB), 14(2), 1–9.
Potter, N. N., & J. H. H. (2012). Food science (5th ed.). Chapman and Hall.
Pratama, A. B. S. (2021). Analisis faktor yang mempengaruhi keputusan pembelian. JURNAL MANAJEMEN, 13(4), 630–637. https://doi.org/10.29264/jmmn.v13i4.9890
Ramakrishnan Ramanathan, Yun Di, U. R. (2016). Benchmarking: An International Journal Moderating roles of customer characteristics on the link between service factors and satisfaction in a buffet restaurant. Benchmarking: An International Journal.
Ryananda, M. H., Bagus, I., Udayana, N., & Diansepti, B. (2022). Analisis pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian melalui citra merek sebagai variabel intervening. JURNAL MANAJEMEN, 14(2), 461–469.
Setiadi, N. . (2003). Perilaku Konsumen : Konsep dan Implikasi Untuk Strategi dan Penelitian Pemasaran. Kencana.
Sugiyono. (2016). Metode Penelitian Pendidikan : Pendekatan Kuantitatif, Kualitatif, dan R&D (23rd ed.). CV. Alfabeta.
Wijaya, W., & Petra, U. K. (2017). KEPUASAN KONSUMEN DI YOSHINOYA GALAXY MALL SURABAYA. JURNA; HOSPITALITY DAN MANAJEMEN, 5(2), 581–594.
Zulaicha, S., Irawati, R., Administrasi, P., Terapan, B., & Batam, P. N. (2016). PENGARUH PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MORNING BAKERY BATAM. Jurnal Inovasi Dan Bisnis, 4(2), 125–136.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 INTERNATIONAL CONFERENCE ON DIGITAL ADVANCE TOURISM, MANAGEMENT AND TECHNOLOGY
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
