Analysis Of Factor Influencing Consumer Buying Interest At Pizza Hut Restaurant Jember

Tamtiatin  Hidayah; Arsyah  Al Hibran

doi:10.31967/prmandala.v4i0.804

Tamtiatin Hidayah Institut Teknologi dan Sains Mandala
Arsyah Al Hibran Institut Teknologi dan Sains Mandala

DOI: https://doi.org/10.31967/prmandala.v4i0.804

Abstract

This study aims to determine the effect of product quality, price, sales promotion, and word of mouth on consumer buying interest at Pizza Hut restaurant - Jember. The population in this study were consumers (general public) who had consumed food or drinks from the Jember pizza hut restaurant . while the sample was taken by purposive sampling. The number of samples taken was 90 people. The analytical method used is Multiple Linear Regression. Data analysis begins with validity, reliability and classical assumption tests. Test the hypothesis using the t test and F test. The results show that partially product quality, sales promotion and word of mouth have a significant effect. While the price has no significant effect. Simultaneously all variables of product quality, price, sales promotion influence consumer buying interest.