Analisis Minat Beli: Dampak Dari Pengetahuan Produk Edible Flower (Studi Kasus Pada Restoran- Restoran di Kota bandung)
DOI:
https://doi.org/10.32659/tsj.v6i1.119Kata Kunci:
Product Knowledge, Purchase Intention and Edible flowerAbstrak
The development of the tourism and hospitality industry has encouraged the food industry to use edible flowers as an appetizing dish. The growth of gastronomy should stimulate its use to increase the value of local products, lifestyle, culture and even nutrition. Edible flowers, which are currently only used for garnishes, can actually be consumed. Hotels, restaurants, cake and pastry entrepreneurs have started using edible flowers as raw material for production. Apart from providing aesthetic value, flowers can create unique flavors to food. Purchase intention is influenced by product knowledge. Low product knowledge can lead to low purchase intention. This study aims to determine product knowledge, the purchase intention and the effect of product knowledge on purchase intention of edible flower restaurants in the city of Bandung. The method used in this research is descriptive and verification research methods. In this study, the population is the restaurants in the city of Bandung. Technique sampling used in this study is proportional random sampling technique. To test the research hypothesis, a simple linear regression analysis using SPSS was used. The results showed that the product knowledge of edible flower in restaurants at Bandung in the average category. Likewise, the purchase intention of edible flower restaurants in the city of Bandung is in the sufficient category too. The result of the regression analysis shows that product knowledge has a significant effect on the purchase intention of edible flower restaurants in the city of Bandung. The determinant coefficient value of 0.828 shows that the effect of product knowledge on purchase intention edible flower restaurants in Bandung is 82.8% and the remaining 17.2% is influenced by other factors not examined in this study.
Referensi
Agoes, A., Pasaribu, N.F. (2015). Kajian Pustaka Mengenai Restaurant Atmosphere. Binus Business Review. 6(1): 110-116.
Alma, B. (2005). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta
Ardika, D.M. (2018). Pengaruh Persepsi Kemudahan, Persepsi Kepercayaan dan Persepsi Resiko Terhadap Minat Menggunakan Mobile Banking Bank Syariah (Studi Terhadap Mahasiswa Jurusan Perbankan Syariah Fakultas Ekonomi Dan Bisnis Islam IAIN Surakarta). Surakarta: Fakultas Ekonomi dan Bisnis Islam IAIN Surakarta.
Ariska, N. (2017). Pengaruh Kualitas Pelayanan dan Promosi Terhadap Minat beli Ulang (Studi Pada Konsumen Bakso Boedjangan Cabang Burangrang bandung). Eproceeding Telkom University. 4(3).
Cohen, L., Manion, L., & Morrison, K. (2007). Research Methods in Education (6th ed). London, New York: Routllege Falmer.
Febriawan, R. (2009). Analisis Peranan Sektor Hotel dan Restoran dalam Perekonomian Kota Bandung. Bogor: Departemen Ilmu Ekonomi, Fakultas Ekonomi dan Manajemen IPB.
Gozali. (2005). Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit, Universitas Diponegoro.
Guiné R.P.F., Santos E., & Correia P.M.R. (2017). Edible Flowers: Knowledge and Consumption Habits. ACTA Scientific Nutritional Health. 1(3): 18-22.
Indriani, R.S., & Suharyono, S. (2017). Strategi pemasaran Dan Pengaruhnya Terhadap Penjualan (Studi Kasus Produk S-Tee PT. Sinar Sosro Kantor Penjualan Jawa Timur). Jurnal Administrasi Bisnis (JAB) Universitas Brawijaya. 47(2): 187-192.
Kottler, P. (2009). Manajemen Pemasaran 1. Edisi ketiga belas. USA: Pearson Prentice Hall.
Lukman. 2007. Pengantar Teori Mikro Ekonomi. Jakarta: UIN Jakarta Press.
Manuarang, R.N., Mawardi, M. K. (2018). Pengaruh Pengetahuan produk Terhadap Minat beli (Survei pada Pengunjung Toko Buku UB Press, Kota Malang). Jurnal Administrasi Bisnis (JAB) Universitas Brawijaya. 55(3): 41-47.
Purnamasari, S., Boediarso L.C., Japarianto E., Kristanti, M. (2015). Faktor-Faktor Menu Knowledge Yang Membentuk Consumer Beliefs Pada Italian Cuisine Di Surabaya. Jurnal Hospitality dan Manajemen Jasa Universitas Kristen Petra Surabaya. 3(1); 104-114.
Resmawa, I. N. (2017). Pengaruh Brand Image dan Pengetahuan produk terhadap Minat beli dengan Green Price sebagai Moderating Variabel pada Produk the Body Shop di Surabaya. Jurnal Aplikasi Manajemen, Ekonomi dan Bisnis STIE YAPAN Surabaya. 1(2): 1-11.
Ridwan, L.M., Solihat, A., Trijumansyah, A. (2018). Pengaruh Pengetahuan produk dan Brand Association Terhadap Minat beli Kawasan Kampung Kreatif Dago Pojok. Journal Pariwisata BSI. 5(1): 68-82.
Ruslim, T.S., Andrew, R. (2012). Pengaruh Brand Image Dan Pengetahuan produk Terhadap Minat beli (Kasus: Kosmetik Merek “X”. Jakarta: Fakultas Ekonomi Tarumanagara.
Sujatno. (2011). Hospitality: Secret Skill, Attitude and Performance for Restaurant Manager. Edisi Pertama. Yogyakarta: Andi.
Sugiyono. (2012). Metode Penelitian Bisnis. Bandung: CV Alfabeta.
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: CV Alfabeta.
Supriyanto, A. (2016). Hotel dan Restoran, Ujung Tombak Pariwisata Indonesia. Diakses Tanggal 27 Desember 2019. Dari http://www. Republika.co.id.
Wahyuni, N.L.G., Suparna, G. (2014). Pengaruh Brand Image Dan Pengetahuan produk Terhadap Minat beli Produk Tas Tiruan Di Kota Denpasar. Jurnal Fakultas Ekonomi dan Bisnis Universitas Udayana. 3(4): 1022-1034
Yusufadisyukur, E.O. (2017). Pariwisata: Sinergi Pengembangan Wisata Kuliner dan Agrowisata. IAAS Indonesia National Committee.
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Hak Cipta (c) 2020 Sri Mariani
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
-
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
-
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
