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All Journal Jurnal Mahasiswa Entrepreneur
Andre Agung Saputra
Universitas Abdurachman Saleh Situbondo
Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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PENGARUH KERAGAMAN PRODUK DAN LOKASI TERHADAP MINAT BELI KONSUMEN PADA RUMAH MAKAN ARUM MLANDINGAN SITUBONDO DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING Andre Agung Saputra; Edy Kusnadi Hamdun; Yudha Praja
Jurnal Mahasiswa Entrepreneurship (JME) Vol 2 No 8 (2023): AGUSTUS 2023
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v2i8.3597

Abstract

Marketing management can be interpreted as an analysis of planning, implementing and controlling programs designed to create, build and maintain favorable exchange rates with target markets with a view to achieving the goals set by the organization at the request of management. The purpose of this study was to analyze and test the effect of product diversity and location on consumer buying interest at Arum Mlandingan Situbondo Restaurant with consumer trust as an intervening variable. The sampling technique was determined by the Simple random sampling method. Data analysis and hypothesis testing in this study used the Structural-Partial Least Square Equation Model (PLS-SEM). The results of the direct effect hypothesis test using the Smart PLS 3.0 application, indicate that product diversity has a significant effect on consumer buying interest. Location has a significant effect on consumer buying interest. Product diversity has a significant effect on consumer confidence. Location has a positive but not significant effect on consumer confidence. Product diversity has a significant effect on consumer buying interest through consumer trust. Location influences Consumer Purchase Interest through Consumer Trust.
Co-Authors Edy Kusnadi Hamdun Yudha Praja