Perspektif Konsumen dan Dampaknya terhadap Minat Beli
Studi pada Geprek Mantul Semarang
DOI:
https://doi.org/10.55606/jimek.v6i2.11142Keywords:
Brand Image, Local Cuisine, Location, Place, Purchase IntentionAbstract
This study aims to analyze the influence of brand image, location, and servicescape on consumer purchase intention at Geprek Mantul, a restaurant operating in Mijen District, Semarang City. This study focuses on how consumer perspectives are formed and the most influential factors driving purchasing decisions in this growing local culinary business. In the context of increasingly competitive culinary industry, understanding consumer preferences and considerations is crucial for businesses to maintain and enhance competitiveness. The research method used was quantitative with a survey design approach. Primary data was obtained from 100 respondents, Geprek Mantul consumers, through an online questionnaire using a purposive sampling technique. Data analysis was conducted using multiple linear regression, supported by validity, reliability, F-tests, t-tests, and coefficients of determination to ensure model accuracy and the significance of each variable's influence. The results indicate that brand image, location, and servicescape have a positive and significant influence on consumer purchase intention, both partially and simultaneously. This finding confirms that these three variables are important aspects that consumers consider before deciding to make a purchase at Geprek Mantul, so that they can be the basis for developing a more effective marketing strategy.
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