The Influence of Product Variation, Taste Variation, and Hygiene on Purchasing Decisions at Simple Restaurants in Bengkulu

  • muhammad maisal lailamsyah Faisal Universitas Prof. Dr. Hazairin, S.H Bengkulu
Keywords: Product Variations, Flavor Variations, nd Hygiene on Purchasing Decisions

Abstract

To find out how much influence product variations have on purchasing decisions at the Bengkulu Simple Restaurant, To find out how much influence the taste variations have on purchasing decisions at the Bengkulu Simple Restaurant, To find out how much hygiene influences purchasing decisions at the Bengkulu Simple Restaurant, To find out how much There is a big influence of product variations, taste variations, and hygiene on purchasing decisions at the Bengkulu Simple Restaurant. This research method is exploratory. Exploratory research, or also called exploratory research, is a research approach that aims to find information about a topic/problem that is not yet fully understood by a researcher. Exploratory research does not require a specific hypothesis or theory. The researcher only prepared several questions as a guide to obtain primary data in the form of information, information, as initial data needed. Based on the results, there is an influence of product variations (X1) on consumer purchasing decisions (Y) for Rumah Makan Simplified Bengkulu with a tsig value of 0.000 < 0, 05 and the value of tcount > ttable is 5.764 > 1.65765, thus Ho is rejected and Ha is accepted. From the significance value obtained, variable X influences consumer purchasing decisions (Y). There is an influence of taste variation (X2) on consumer purchasing decisions (Y) at the Bengkulu Simple Restaurant with a tsig value of 0.001 < 0.05 and a tcount > ttable value of 2.240 > 1.65765, thus Ho is rejected and Ha is accepted. From the significance value obtained, the variable X2 influences consumer purchasing decisions (Y). There is a hygienic influence (X3) on consumer purchasing decisions (Y) at the Bengkulu Simple Restaurant with a tsig value of 0.000 and a tcount > ttable value of 5.734 > 1.65765, thus Ho is rejected and Ha is accepted. From the significance value obtained, variable X3 influences consumer purchasing decisions (Y). Product variations, taste variations and hygiene together show an influence on purchasing decisions. The test results show a significance value <0.05.

References

Andriani Dwi Astri. (2022). Manajemen Pemasaran. Jawa Tengah
Assauri, S (2016). Manajemen Pemasaran (1st ed). Jakarta : PT. Raja Grafindo Persada Jakarta.
Agustin, M. Y. (2016). Analisis Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Motor Honda Vario (Studi Kasus Pada Tridjaya Motor Dealer Resmi Motor Honda Cabang Girian–Bitung). Jurnal Berkala Ilmiah Efisiensi, 16(3).
Augusty Ferdinand, Metode Penelitian Manajemen, (Semarang: BPFE Universitas Diponegoro, 2016), 223.
Bintoro, B., Yuniawan, A., & Sukresna, I. (2017). Pengaruh Komunikasi Pemasaran, Kepercayaan Merek dan Ekuitas Merek terhadap Keputusan Pembelian (Studi pada Produk Bubur Bayi Promina di Carrefour Wilayah Jakarta Selatan) (Doctoral dissertation, Diponegoro University).
Dainuri, M. (2020). Analisis Pengaruh Varian Rasa, Harga Dan Kualitas Produk, Terhadap Keputusan Pembelian Menurut Perspektif Syariah Pada Produk Madu Wana Muria Pati (Doctoral dissertation, IAIN KUDUS).
David, D. (2021). Pengaruh Promosi Dan Kualitas Produk Terhadap Keputusan Pembelian Pada PT. Hansei Duta Niaga Pratama (Doctoral dissertation, Prodi Manajemen).
Daga, R. (2017). Citra,Kualitas Produk,Dan Kepuasan Pelanggan. Makassar: Global Research And Consulting Institute.
Ghozali, I. (2021). Aplikasi Analisis Multivariate (Dengan Program IBM SPSS 26). Semarang: Badan Penerbit Universitas Diponegoro.
Habibah dan Sumiati, “Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Kosmetik Wardah di Kota Bangkalan Madura”, Jurnal Ekonomi dan Bisnis 1, no.1 (2016):31.
Hasna, Safira, dan Irwansyah Irwansyah. ―Electronic Word Of Mouth Sebagai Strategi Public Relation di Era Digital.‖ Interaksi: Jurnal Ilmu Komunikasi 8, no. 1 (30 Juni 2019): 18. https://doi.org/10.14710/interaksi.8.1.18-27.
Indrasari, M. (2019). Pemasaran & Kepuasan Pelanggan. Surabaya: Unitomo Press.
Kotler, P dan Amstrong. 2018. Prinsip-prinsip Marketing Edisi Ke Tujuh. Penerbit Salemba Empat. Jakarta.
Kotler,P. & Keller, K. L. (2012). Marketing Management, 14e. England Pearson Education Limited.
Kotler, Philip dan Keller, Kevin Lane. 2016. Marketing Management, 15th Edition. New Jersey: Pearson Pretice Hall, Inc.
Kiki Joesyiana, 2018. Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Media Online Shop Shopee Di Pekanbaru (Survey pada Mahasiswa Semester VII Jurusan Pendidikan Akuntansi Fakultas Keguruan dan Ilmu Pendidikan Universitas Islam Riau)., Jurnal Valuta Vol. 4 No 1. ISSN : 2502-1419.
Malau, H. (2016). Manajemen Pemasaran (Teori dan Aplikasi Pemasaran Era Tradisional Sampai Era Modernisasi Global). Bandung: Alfabeta.
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Bandung: CV Pustaka
Setia. Priansa, D. J. (2017). Perilaku Konsumen (Dalam Persaingan Bisnis Kontemporer). Bandung: Alfabeta.
Putri, E. P. (2020). Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Minat Beli Pakaian Bayi (studi Kasus Toko Istana Bayi Jalan Arifin Acmad No 88 ABC Pekanbaru, Riau) (Doctoral dissertation, Universitas Islam Riau).
Published
2024-06-14
How to Cite
Faisal, muhammad maisal lailamsyah. (2024). The Influence of Product Variation, Taste Variation, and Hygiene on Purchasing Decisions at Simple Restaurants in Bengkulu. SEMB-J : Sharia Economic and Management Business Journal, 5(2), 43-47. https://doi.org/10.62159/sembj.v5i2.1299
Section
Articles