<![CDATA[ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh kualitas rasa dan kesesuain harga terhadap minat beli konsumen coffe shop dengan event promosi sebagai variabel moderating pada coffe shop di Jakarta Utara. Model penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif. Populasi dalam penelitian ini adalah seseorang yang sering berkunjung ke coffe shop Jakarta Utara. Jumlah sampel yang dapat dikumpul sebanyak 168 responden. Pengujian analisis data menggunakan software SmartPLS 3. Hasil penelitian ini menunjukkan bahwa kualitas rasa berpengaruh terhadap minat beli konsumen. Demikian juga dengan kesesuaian harga berpengaruh terhadap minat beli konsumen. Event promosi berpengaruh minat beli konsumen. Event promosi mampu memoderasi atas pengaruh kualitas rasa terhadap minat beli konsumen. Dan event promosi mampu memoderasi pengaruh kesesuaian rasa terhadap minat beli konsumen.Kata Kunci : Kualitas Rasa, Kesesuaian Harga, Minat Beli Konsumen, Event promosi ABSTRACKThis study aims to determine the effect of taste quality and price conformity on the buying interest of coffee shop consumers with promotional events as a moderating variable at coffee shops in North Jakarta. The research model used in this study is a quantitative method. The population in this study is someone who frequently visits the North Jakarta coffee shop. The number of samples that can be collected is 168 respondents. Testing data analysis using SmartPLS 3 software. The results of this study indicate that the quality of taste influences consumer buying interest. Likewise, price suitability affects consumer buying interest. Promotional events affect consumer buying interest. Promotional events are able to moderate the effect of taste quality on consumer buying interest. And promotional events are able to moderate the influence of suitability of taste on consumer buying interest.Keywords: Taste Quality, Price Conformity, Consumer Purchase Interest, Promotional events]]>
