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All Journal Jurnal Akuntansi Multiparadigma Jurnal Mirai Management Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi NUSANTARA : Jurnal Ilmu Pengetahuan Sosial YUME : Journal of Management Dinasti International Journal of Education Management and Social Science Jurnal Ilmiah Edunomika (JIE) JAMIN : Jurnal Aplikasi Manajemen dan Inovasi Bisnis Idealis : Indonesia Journal Information System Jurnal Sibermas (Sinergi Pemberdayaan Masyarakat) Jurnal Ilmiah Wahana Pendidikan GANESHA: Jurnal Pengabdian Masyarakat Al-Buhuts (e-journal) JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Jurnal Cakrawala Ilmiah Economic Reviews Journal MES Management Journal Jurnal Ekonomi Manajemen Akuntansi Keuangan Bisnis Digital Asia Pacific Journal of Management and Education Journal of International Conference Proceedings Innovative: Journal Of Social Science Research Majapahit Journal of Islamic Finance and Management Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah RESLAJ: Religion Education Social Laa Roiba Journal Majapahit Journal of Islamic Finance dan Management Jurnal Mahasiswa Akuntansi eJEBA
Andi Yusniar Mendo
Universitas Negeri Gorontalo
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Journal : Majapahit Journal of Islamic Finance dan Management

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The Influence of Brand Image and Product Variation on Consumer Buying Interest of Geprek Bensu (Case Study in Gorontalo City) Mulyadi, Dwiandra Venayla Putri; Mendo, Andi Yusniar; Juanna, Andi
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 4 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i4.424

Abstract

This study aims to determine whether brand image and product variety influence consumer purchasing interest at Geprek Bensu restaurants in Gorontalo City. This research method uses a quantitative approach with three variables, namely brand image (X1), product variety (X2), and purchasing interest (Y). The sample used in this study amounted to 96 respondents, who had never made a purchase at Geprek Bensu in Gorontalo City and were the general public of Gorontalo City and students of Gorontalo State University. The sampling technique used was purposive sampling. Data analysis used was descriptive analysis and multiple linear regression analysis. The results showed that brand image had a positive and significant effect on purchasing interest, indicated by a regression coefficient value of 0.551. Product variety also had a positive and significant effect on purchasing interest with a coefficient value of 0.345. Simultaneously, brand image and product variety had a significant effect on consumer purchasing interest. This was indicated by the results of the multiple linear regression test with an F-value of 147.696 and a significance of 0.001. These findings reflect that strengthening brand image and providing product variations that suit consumer preferences can increase purchasing interest, especially among the younger generation.
Co-Authors Abas, Chandra Abd Rahman Pakaya Abd Rahman Pakaya Abd Rahman Pakaya Abd. Rahman Pakaya Abdullah, Femilia Abdurrahman, Nur Sellawati Agus Hakri Bokingo Ahmad, Andi Ahmad, Sri Siska Wati M. Akbar Akbar Ali, Delia Deswanty Andi Juanna Anjelina Yuli Ratnasari Arif Ramadhan Humulungo Asi, Lisda L Asi, Lisda S. Asnawi, Melan Angriani Ayu Anggita Putri Bau, Hadidja Bhella Pratiwi Laiko Biki, Syamsul B Biki, Syamsul B. Boby Rantow Payu Chandra Priya Gunawan Abas Endi Rahman Exzalin Hilala Given Ray T. Yahya Hais Dama Hapsawati Taan Hasim, Rahmawati Heldy Vanni Alam Herlina Rasjid Herwin Mopangga Ibura, Sri Devi Idris Yanto Niode Indri Maruf Irawati Abdul Irawaty Abdul Irfan Bandu Irwan Yantu Iyit Haris Moha Jullia Jumein Asuna Kadir, Adwiyah Kuuna, Sri Yulana Latif, Putri Ariyanti Limbotu, Sri Widyawaty M. Lisda L. Asi Lisda L. Asi Mahabi, Maimun Mahajani, Meldi Kasim Marlinda Anwar mattoasi mattoasi Mattoasi, Mattoasi Mendo, Ramlan Amir Isa, Andi Yusniar Mentari Rizki Sawitri Pilomonu Mentari Rizki Sawitri Pilomonu Moh. Rifky P. Kadullah Mohamad Agus Salim Monoarfa Mohammad Dimas Suronoto Mooduto, Sri Agustiranda N. Muchtar Ahmad Muhammad Celvin Ibrahim Mulyadi, Dwiandra Venayla Putri Mustaki, Taufik Nadila Septiani Putri Niswatin Nur Ain S. Usman Nurul Rahmatia Adju Putri, Ayu Anggita R. Daud, Vivin Rahmawaty Hasim Rahmayanti R Buyongi Regian Sofyananda Alim Rezkiawan Tantawi Rizan Machmud Robiyati Podungge Rulli Febriana Harun Saputra, Dimas Eko Saskia Ramadanti Tubagus Selvi Selvi Senen, Dwi Mutiara Srie Isnawaty Pakaya Suaib, Eka Putri Syamsul B Biki Syamsul B. Biki Thantri Bakari Tolinggi, Tiwi Saputri Tri Handayani Amaliah Usman Usman, Ariesandy Rianto Wahyuni Bahua Yanti Aneta Yasin, Arif Afriyanto Yusuf, Putri Anggraini Zufraya Yusuf Zulfia K. Abdussamad