Risma Kumillaella, Eko Adi Susilo, Indria Guntarayana

Pengaruh Brand Image, Kualitas Produk dan Promosi terhadap Minat Beli Konsumen pada Joko Café And Eatery di Kota Blitar

Introduction

Pengaruh brand image, kualitas produk dan promosi terhadap minat beli konsumen pada joko café and eatery di kota blitar. Teliti pengaruh brand image, kualitas produk & promosi terhadap minat beli konsumen di Joko Café And Eatery Blitar. Temukan bagaimana ketiga faktor ini signifikan memengaruhi keputusan pembelian.

Abstract

This research aims to carry out an analysis of the influence of brand image, product quality and promotion on consumer purchasing interest at Joko cafe and Eatery Blitar. The research method used in this research is quantitative. Quantitative methods are research data in the form of numbers and analysis using statistics. Data collection techniques using questionnaires, observation and structured interviews. The population of this research is the total number of consumers from Joko Café and Eatery in Blitar, East Java, totaling 50 consumers. The results of this research, through partial brand image, have a significant effect on buying interest. This can be proven through the significance value of the product quality variable of 0.002 < 0.05. Product quality has a significant effect on purchasing interest. This can be proven through the significance value of the product quality variable of 0.004<0.05. Promotions have a significant effect on purchasing interest. This can be proven through the significance value of the product quality variable of 0.000 < 0.05.

Review

This research presents a quantitative study aimed at analyzing the influence of brand image, product quality, and promotion on consumer purchasing interest at Joko Café and Eatery in Blitar. The study utilized questionnaires, observation, and structured interviews to collect data from a defined population of 50 consumers. The findings suggest that all three independent variables—brand image, product quality, and promotion—individually have a significant positive effect on consumers' buying interest. This offers straightforward implications for marketing strategies within the local café industry. The paper tackles a relevant subject for businesses seeking to understand consumer behavior in the competitive food and beverage sector. The clear research objective and the application of a quantitative method to establish direct relationships between marketing elements and purchasing intent are commendable. However, a notable error in the abstract's results section compromises clarity: when discussing the significant effects of brand image and promotions, the abstract repeatedly refers to the "significance value of the product quality variable." This inconsistency between the stated variable and the reported significance value needs immediate correction to accurately reflect the findings and prevent misinterpretation. Furthermore, a sample size of 50, while representing the entire population in this specific context, is relatively small and might limit the broader generalizability of the conclusions. For the full manuscript, it would be crucial to meticulously detail the specific statistical tests performed and ensure that all reported significance values correspond accurately to their respective variables. Expanding on the methodological choices, particularly how observations and structured interviews contributed to the "quantitative" data, would also be beneficial. To strengthen the study's impact and reach, future research could consider exploring the interplay between these variables, perhaps investigating mediating or moderating factors, or conducting comparative analyses across different cafes to enhance external validity. Providing a more comprehensive discussion of the practical implications and limitations stemming from the sample size would further enrich this valuable contribution to consumer behavior literature in the hospitality domain.

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