THE INFLUENCE OF SERVICE QUALITY, TASTE, AND PRICE ON INTEREST IN PURCHASING UMKM EGG MARTABAK IN SUGIO (Case study of Champion Egg Martabak Taste)
Article Sidebar
Main Article Content
Abstract
In line with the current era of globalization, the food and beverage industry is facing many very exciting business opportunities, for example, on the side of the road in the city of Lamongan, there has been a phenomenon of decision making to buy "Jawara Rasa" egg martabak products as a type of food that has its own appeal. in terms of price and taste, so food businesses must organize their marketing strategies to survive in today's increasingly fierce competition. This research aims to determine and partially analyze the influence of service quality, taste and price on the buying interest of egg martabak MSMEs in Sugio. To find out and analyze simultaneously the influence of service quality, taste and price on the buying interest of egg martabak MSMEs in Sugio. To find out which is the most dominant influence on service quality, taste and price on the buying interest of egg martabak MSMEs in Sugio. This research uses quantitative methods and the technical analysis used is validity test, reliability test, multiple linear regression analysis test, T test (partial), F test (simultaneous), coefficient of determination test. The number of samples taken using the purprosive sampling method with the Slovin formula was 395. In this study, the results showed that from the t test results obtained tcount ˃ ttable with a value of 10.216 ˃ 1.966 with a significance of 0.000 ˂ 0.05, so H0 was accepted and Ha was rejected. The Fcount result was 771.109, while the Ftable was obtained using the formula df = (n-k-1) = 395-3-1 = 391. So the resulting Ftable was 3.019 so Fcount> Ftable, so H0 was rejected.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Reference from book:
Brefere LM (2020). Pengaruh cita rasa, promosi, harga dan Lokasi terhadap Keputusan pembelian martabak favorit di ungaran. edisi 14, New Jersey: Pearson
Djoharsyah (2019). Pengaruh pendapatan, religiusitas, harga dan labelisasi halal terhadap permintaan produk umkm martabak kapten dikota Palembang. (Edisi 3). Jakarta: Salemba Empat.
Komara (2024). Enhancing Muslim Consumer Purchasing Decisions: The Impact of Product Quality, Price, Service Excellence, and Halal Certification. (JIMMBA), 1(1), 110-121.
Kotler, P. (2019). Pengaruh harga dan proses terhadap loyalitas pelanggan Martabak bangka terang bulan medan. Vol. 20 No. 3, Jakarta: Bhayangkar University.
Ramadhan, dkk (2020). Pengaruh kualitas produk, harga dan Lokasi terhadap kepuasan pelanggn di martabak hawaii warujayeng. Volume 1. 13th Edition. Jakarta: Erlangga.
Suwarsito, (2020). Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Harga Terhadap Kepuasan Konsumen Cafe Kabalu. Volume 1. Erlangga: Jakarta.
Tjiptono dan Chandra (2016:141). Kualitas pelayanan dapat diukur dengan melihat seberapa baik layanan yang diberikan perusahaan kepada pelanggan meskipun tidak nyata. Vol. 3 No. 12 (2014). Erlangga: Jakarta.
Tutik Sriwahyuni, (2021). The effect of service quality, product, price and halal label on customer satisfaction; a study at the coffee shop melipir karawaci, Tanggerang Banten. Edition New Jersey ISBN: 978-602-70429-1-9, Hlm. 452- 464.
Thamrin, Abdullah dan Francis Tantri. (2018). Manajemen Pemasaran. Yogyakarta: CAPS. Edition New Jersey: Pearson Pretice Hall, Inc.
Reference from scientific journals:
Aditya, (2020). Pengaruh kualitas pelayanan, produk harga dan label halal terhadap keputusan pembelian studo pada kedai kopi melipir karawaci tanggerang banten. Jurnal Dinamika Manajemen, (Vol. 1 No.v5, Juli 2012 93-107)
Anggun Putri Rahayu, dkk (2021). Pengaruh promosi dan minat beli terhadap keputusan pembelian Keputusan martabak kapten dikota Palembang. Jurnal EMBA 3(3), 959-970.
Arif., (2021). Peran mediasi minat beli terhadap pengaruh sertifikasi halal dan persepsi harga terhadap keputusan pembelian. Jurnal EMBA Volume 5, Nomor 11,November 2016.
Arianto (2018:83). kualitas layanan dapat didefinisikan sebagai fokus pada pemenuhan kebutuhan dan persyaratan pelanggan dan memenuhi harapan pelanggan dengan cepat. Journal Of Management, Vol. 1, No. 1, 1-15.
Djarwanto, P.S. (2020). Analisis pengaruh kualitas layanan, harga dan lokasi terhadap keputusan pembelian (Studi Pada Markobar Cabang Solo Grand Mall). Journal Of Management, Vol. 1, No. 1, 1-15.
Drummond KE (2020). Pengaruh cita rasa, promosi, harga dan Lokasi terhadap Keputusan pembelian martabak favorit di ungaran. Decisions: The Impact of Product Quality, Price, Service Excellence, and Halal Certification. Jurnal Ekonomi dan Bisnis. Volume 3 Nomor 5.
Fitzsimmons dalam Zaenal Mukarom dan Muhibudin (2015:108). Indikator Kualitas Pelayanan martabak. Pengaruh Labelisasi Halal, Kualitas Produk, Kualitas Pelayanan dan Minat terhadap Keputusan Pembelian dan Peningkatan Nilai Jual pada Usaha Roti dan Chake di Kota Padang. Jurnal Manajemen Teori dan Terapan, 9.
Kandampully et al., (2023). Kualitas layanan cerdas dalam perhotelan Penilaian kuantitatif menggunakan metode Mcdm dan pengelompokan. Jurnal Manajemen, 8.
Kasmir (2017:47) mengatakan bahwa kualitas pelayanan adalah tindakan seorang atau organisasi yang bertujuan untuk memberikan kepuasan kepada pelanggan atau karyawan. Jurnal Ekonomi dan Bisnis. Volume 4 Nomor 3.
Keller, K.L., (2019). Pengaruh harga dan proses terhadap loyalitas pelanggan Martabak bangka terang bulan medan. Jurnal Ekonomi dan Bisnis. Vol.1. No. 2.
Khakim, L., Fathoni, A., & Minarsih, M. M. 2015. “Pengaruh Kualitas Pelayanan, Harga, dan Kepercayaan terhadap Loyalitas Pelanggan dengan Variabel Kepuasan Pelanggan sebagai Variabel Intervening pada Pizza Hut Cabang Simpang Lima.” Journal Of Management, Vol. 1, No. 1, 1-15.
Kotler dalam Algifari (2020). Pengaruh kualitas produk, kualitas pelayanan dan lokasi terhadap Keputusan pembelian (Studi pada Konsumen Martabak Sinar Senayan Kauman Kebumen). Jurnal Manajemen Bisnis Indonesia vol.4,no.1.
Mutia Pamikatsih (2020). Analisis pengaruh kualitas produk dan harga terhadap penjualan telur ayam (studi Kasus Pada Usaha Dagang Kr farm Cilacap). Vol. 6, No. 1, Indonesian Science Management Research Journal (JRMSI).
Reference from dictionaries/encyclopedias – online :
Muhammad (2018). The Influence of Halal Label, Product Quality, and Price on Purchasing Decisions. Journal of Islamic Economics and Business , 5 (1), 1–21. https://doi.org/10.30868/ad.v5i01.1144.