The Effect of Restaurant Promotion on Consumer Intention to Buy in Jakarta
DOI:
https://doi.org/10.22441/indikator.v7i2.19765Keywords:
Fast food, Jakarta, Buying interest, PromotionAbstract
A consumer has the urge to buy a product, so that consumer already has an interest in buying a product. To attract consumers to buy, producers will communicate by promoting their products either online or offline. In this study, the method used by the author is a quantitative method. The type of research used is associative research, namely research that aims to determine the effect of one variable on another. This study aims to find out how promotion is at restaurants in Jakarta, to find out how much consumer buying interest is towards restaurants in Jakarta, to find out how much influence promotion has on consumer buying interest on buying interest at restaurants in Jakarta. This research was conducted in the city of Jakarta which took place in May 2022. The research population was taken from consumers in the city of Jakarta. The results of this study indicate that the research conducted and disseminated through questionnaires influence of promotion on consumer buying interest in Jakarta is positive, which means that promotion has an effect on consumer buying interest in Jakarta.
References
Abdillah. (2022). SPSS Adalah – Pengertian, Sejarah, Fungsi, Kepanjangan. Retrieved from https://rumusrumus.com/spss-adalah/
Anam Bhatti, (2018). Sales Promotion and Price Discount Effect on Consumer Purchase Intention with the Moderating Role of social media in Pakistan. International journal of Business Management, Vol, 3 (4): 50-58
Andriyani, N. (2020). PENGARUH UKURAN PERUSAHAAN ( FIRM SIZE ) DAN PROFITABILITAS TERHADAP HARGA SAHAM PADA PERUSAHAAN MANUFAKTUR YANG TERDAFTAR DI BURSA EFEK INDONESIA(BEI). Jurnal Akuntansi Bisnis dan Publik, 1.
Bhatti, A., & Akram, H. (2020). The moderating role of subjective norms between online shopping behaviour and its determinants. International Journal of Social Sciences and Economic Review, 2(2), 1-09.
Brata, B. H., Husani, S., & Ali, H. (2017). The influence of quality products, price, promotion, and location to product purchase decision on Nitchi at PT. Jaya Swarasa Agung in Central Jakarta. Saudi Journal of Business and Management Studies, 2(4), 357-374.
Dhaefina, Z., Nur, M., Pirmansyah, & Sanjaya. (2021). PENGARUH CELEBRITY ENDORSEMENT, BRAND IMAGE, DAN TESTIMONI TERHADAP MINAT BELI KONSUMEN PRODUK MIE INSTAN. JURNAL MANAJEMEN, 44.
Firdaus, A. (2017). PENGARUH STRATEGI PEMASARAN TERHADAP MINAT KONSUMEN MEMBELI PRODUK PERUMAHAN. Jurnal Online Mahasiswa FISIP, 3.
Herlina, Loisa, J., & Matius, T. (2021). PENGARUH MODEL PROMOSI FLASH SALE TERHADAP MINAT PEMBELI DAN KEPUTUSAN PEMBELI DI MARKETPLACE ONLINE. Jurnal Ilmiah MEA (Manajemen, Ekonomi dan Akuntansi, 1639.
Irawan, M. R. (2020). Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Minat Beli. Jurnal Ekonomi Universitas Kadiri, 142.
Kotler, P., & Keller, K. L. (2016). Marketing management 15th global edition (Global). Harlow: Pearson Education Limited.
Kristiani, P., & Dharmayanti, D. (2017). Pengaruh Social Media Marketing terhadap Repeat Purchase dengan Variabel Intervening Perceived Service Quality dan Brand Image pada Industri Fast-Food Restaurant di Surabaya. Jurnal Fakultas Bisnis dan Ekonomi, Universitas Kristen Petra, 67.
Latief, A. (2018). Analisis Pengaruh Produk,Harga,Lokasidan Promosi terhadap Minat BeliKonsumen padaWarungWedangJahe (StudiKasusWarungSidoMampir diKotaLangsa). Jurnal Manahemen dan Keuangan, 90.
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. 1988, 64(1), 12-40.
Pranatawijaya, V. H., Widiatry, Priskila, R., & Putra, P. B. (2019). Pengembangan Aplikasi Kuesioner Survey Berbasis Web Menggunakan Skala Likert dan Guttman. Jurnal Sains dan Informatika, 129.
Senggetang, V., Mandey, S. L., & Moniharapon, S. (2019). PENGARUH LOKASI, PROMOSI DAN PERSEPSI HARGA TERHADAP KEPUTUSAN. Jurnal Fakultas Ekonomi dan Bisnis, Jurusan Manajemen, 883.
Sugiyono, P. D. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: ALFABETA.
Qihua Liu; Xiaoyu Zhang; Shan Huang; Liyi Zhang & Yang Zhao (2020). Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement. Journal of Theoretical and Applied Electronic Commerce Research, VOL 15 / ISSUE 1 / JANUARY 2020 / 66-80
T. Hidayat (2020). Analisis Pengaruh Produk, Harga, Promosi Dan Lokasi Terhadap Keputusan Pembelian. Jurnal Ilmu Manajemen, Vol. 7, No. 2
Y. S. Maulana & Alisha (2020). Inovasi Produk dan Pengaruhnya terhadap Minat Beli Konsumen (Studi Kasus pada Restoran Ichi Bento Cabang Kota Banjar). Jurnal Inovasi Bisnis, Vol. 8, No. 1
Zhang, Y., Deng, J. & Xu, Y. (2017) The Effect of Different Price Promotion Ways on Consumers’ Purchasing Intention. American Journal of Industrial and Business Management, 7, 1192-1208.
.
Published
How to Cite
Issue
Section
License
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the Work or derivative works for the authors personal use or for company use, provided that the source and the UMB copyright notice are indicated, the copies are not used in any way that implies UMB endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
This work is also licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
