2023Journal articleFree to read

PENGARUH HARGA, CITA RASA DAN VARIASI PRODUK TERHADAP MINAT BELI PRODUK PISANG LUMPUR LUMERE DI SURABAYA

Aditya Rahadian, Awin Mulyati, Sri Andayani

Jurnal Dinamika Administrasi Bisnis

Abstract

Perkembangan bisnis di Abad ke-22 telah berkembang sangat pesat dan mengalami metamorfosis yang berkesinambungan di bidang usaha kuliner. Kemunculan bisnis kuliner didasarkan pada perilaku masyarakat yang memiliki daya beli tinggih. Masyarakat juga menyukai hal-hal yang praktis. Makanan yang banyak diminati saat ini adalah makanan dengan rasa kekinian seperti pisang lumpur lumere, Menu yang ditawarkan ada beberapa varian dan rasa seperti pisang lumpur yang di kasih selai coklat, tiranissu, taro, matcha dll atau toping seperti oreo,caramel dan mocca sehingga dengan pemilihan cita rasa produk akan mendatangkan minat beli konsumen. Harga termasuk faktor yang sangat berpengaruh dalam pertimbangan keputusan konsumen untuk membeli suatu produk, ditambah juga Cita Rasa juga berpengaruh jika pelanggan merasa puas terhadap cita rasa yang ditawarkan oleh produk pisang lumpur lumere, maka pelanggan akan semakin loyal terhadap produk pisang lumpur lumere. Variasi produk juga berpengaruh untuk menambah varian produk mengenai banyaknya menu dan Rasa yang ditawarkan hal tersebut menambah minat beli konsumen. Penelitian ini bertujuan untuk mengetahui dan menganalisis mengenai Pengaruh Harga, Cita Rasa, dan Variasi Produk terhadap Minat Beli produk Pisang Lumpur Lumere di Surabaya. Penelitian ini menggunakan metode kuantitatif, dengan menggunakan media kuesioner sebagai instrumen penelitian. Populasi dalam penelitian ini adalah masyarakat yang pernah membeli produk Pisang Lumpur Lumere Surabaya. Penelitian ini menggunakan Acidental sampling. Yaitu pengambilan anggota sampel dan populasi dilakukan secara acak tanpa memperhatikan strata yang ada dalam populasi itu. sebanyak 100 responden. Teknik analisis data yang digunakan adalah analisis regresi linear berganda. Hasil yang diperoleh…

Abstract shortened. Read the full abstract at the source.

Abstract text comes from PubMed, OpenAlex or Europe PMC and belongs to the authors and publisher.

Study type

Randomized controlled trial

People were randomly assigned to matcha or a comparison.

Assigned automatically from the title, abstract and subject terms.

Topics

Aroma, flavor and sensory Skin, oral and dental Food products and applications

Matcha is studied here (named in the abstract).

Keywords and subject terms

purchase intention price taste product variety consumer behavior culinary business Surabaya consumers customer loyalty customer satisfaction purchase decision

Cite this study

Aditya Rahadian, Awin Mulyati, Sri Andayani. (2023). PENGARUH HARGA, CITA RASA DAN VARIASI PRODUK TERHADAP MINAT BELI PRODUK PISANG LUMPUR LUMERE DI SURABAYA. Jurnal Dinamika Administrasi Bisnis.

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