Pengaruh Servicescape Dan Variasi Menu Terhadap Keputusan Pembelian Di Aroma Resto And Coffee Padang

Muli Junita; Hijriyantomi Suyuthie

doi:10.59581/jmpp-widyakarya.v1i2.470

Authors

Muli Junita Universitas Negeri Padang
Hijriyantomi Suyuthie Universitas Negeri Padang

DOI:

https://doi.org/10.59581/jmpp-widyakarya.v1i2.470

Keywords:

Servicescape, Menu Variations, Purchasing Decisions

Abstract

This study aims to analyze the influence of servicescape and menu variations on purchasing decisions at Aroma Resto and Coffee Padang. This type of research is a causal associative survey method with quantitative data. The population of this study was consumers who visited Aroma Resto and Coffee Padang with a sample of 110 people, using techniques purposive sampling. The research instrument used questionnaires (questionnaires) arranged according to Likert scale. The data was analyzed using SPSS version 23.00 and the results of the analysis were presented in tabular form. The result of the study was servicescape (X1) on Aroma Resto and Coffee Padang in a good category with a percentage of 64%. Menu variation (X1) in Aroma Resto and Coffee Padang in good category with a percentage of 57.3%. The purchase decision (Y) on Aroma Resto and Coffee Padang is in a good category with a percentage of 62.7%. Multiple linear regression tests with T tests on servicescape variables and menu variations affect purchasing decision variables at Aroma Resto and Coffee Padang. The F test value of servicescape variables (X1) and menu variations (X2) affect simultaneously purchasing decisions at Aroma Resto and Coffee Padang. The Adj. R square value of 0.512 means that servicescape variables and menu variations have an effect of 51.2% on purchasing decisions at Aroma Resto and Coffee Padang and 48.8% are influenced by other variables.

References

Damiati. (2017). Perilaku Konsumen. Depok:PT. Grafindo Presada.

Keller, K. L., & Kotler, P. (2022). Branding in B2B firms. In Handbook of business-to-business marketing. Edward Elgar Publishing.

Kotler. (2012). Manajemen Pemasaran (Edisi 12). Jakarta:Erlangga.

Kotler, & Keller. (2014). Marketing Management (edisi 14). Pearson Education Limited.

Lovelock, C., Wirtz, J., & Mussry, J. (2012). Pemasaran Jasa. Perspektif Indonesia jilid I. Jakarta: Erlangga.

Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa (Teori dan Praktik) (edisi pert). Jakarta:Salemba Empat.

Maharani, N. (2015). Proses Pengambilan Keputusan Pembelian Konsumen Terhadap Produk Iphone Di Bandung. Jurnal Manajemen Dan Bisnis (Performa), 12(1), 59–75. https://elearning2.unisba.ac.id/index.php/performa/article/view/3043

Ozdemir, B., & Caliskan, O. (2014). A review of literature on restaurant menus: Specifying the managerial issues. International Journal of Gastronomy and Food Science, 2(1), 3–13. https://doi.org/10.1016/j.ijgfs.2013.12.001

Rifa’i, F. (2012). Pengaruh Kualitas Layanan , Lokasi dan Variasi Menu Terhadap Keputusan Pembelian Pada Warung Makan Airin Kebumen. 1, 1–21. http://lib.stieputrabangsa.ac.id/repository/145501686.pdf

Rumangkang, S. F., Nelwan, O. S., & Trang, I. (2014). Potongan Harga dan Servicescape Pengaruhnya terhadap Keputusan Pembelian Pakaian Anak pada Matahari Megamas Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 2(4), 675–687.

Santoso, S. A. (2019). Pengaruh Variasi Menu, Harga, Jam Kerja, Dan Lama Usaha Terhadap Pendapatan Warung Tegal Di Kecamatan Ciputat Timur. Jurnal Ekonomi Dan Bisnis. http://repository.uinjkt.ac.id/dspace/handle/123456789/47938

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif R&. Bandung: Alfabeta.

Welasasih, A. P., & Suyuthie, H. (2020). Pengaruh Servicescape Terhadap Kepuasan Tamu di UNP Hotel and Convention Center. Jurnal Kajian Pariwisata Dan Bisnis Perhotelan, 1(3), 119–123. https://doi.org/10.24036/jkpbp.v1i3.15372