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All Journal Jurnal Manajemen Riset Inovasi
I Nyoman Rinala
Politeknik Pariwisata Bali
Decision Sciences, Operations Research & Management

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Analisis Motivasi Konsumen dalam Berkunjung ke Gerai Kuliner Mie Pedas I Gusti Agung Febrianto; Ni Putu Diah Suyasni; I Nyoman Rinala; I Ketut Rusdiarnata; I Nyoman Gede Agus Jaya Saputra; Putu Ayu Sudiparwati
Jurnal Manajemen Riset Inovasi Vol. 4 No. 4 (2026): Jurnal Manajemen Riset Inovasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/mri.v4i4.10454

Abstract

The rapid growth of spicy noodle culinary businesses, supported by changing consumption trends and increasing social media exposure, highlights the need to better understand the factors that motivate consumers to visit such establishments. This study aims to analyze the factors driving consumer motivation to visit a spicy noodle outlet, using Chuck Wie in Denpasar City as the empirical context. A quantitative descriptive approach was employed, involving 60 respondents selected through purposive sampling, with the criteria that they had previously visited and consumed products at Chuck Wie. Data were collected using a five-point Likert-scale questionnaire and analyzed using descriptive statistics based on mean scores. The factors examined included product, price, service, social media, atmosphere, and location. The findings show that all factors were rated in the “strongly agree” category, with an overall mean score of 4.56. Product obtained the highest mean score of 4.68, followed by price at 4.66, service at 4.60, social media at 4.58, atmosphere at 4.48, and location at 4.38. The results indicate that product attractiveness and price affordability are perceived as the strongest drivers of consumer visits. Therefore, culinary businesses should not rely solely on digital exposure, but also strengthen product appeal, pricing suitability, service quality, and the overall consumer experience.
Co-Authors Febrianto, I Gusti Agung I Ketut Rusdiarnata I Nyoman Gede Agus Jaya Saputra Ni Putu Diah Suyasni Putu Ayu Sudiparwati