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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Ilmiah Manajemen "E M O R" YUME : Journal of Management Jambura Science of Management Value: Jurnal Manajemen dan Akuntansi Jurnal Sibermas (Sinergi Pemberdayaan Masyarakat) Economics and Digital Business Review Jurnal Ilmiah Wahana Pendidikan GANESHA: Jurnal Pengabdian Masyarakat JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS MES Management Journal SENTRI: Jurnal Riset Ilmiah Journal of International Conference Proceedings Innovative: Journal Of Social Science Research Applied Business and Administration Journal (ABAJ) Majapahit Journal of Islamic Finance and Management Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Majapahit Journal of Islamic Finance dan Management Jurnal Penelitian dan Pengkajian Ilmiah Journal of Ekonomics, Finance, and Management Studies eJEBA
Andi Juanna
Jurusan Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Negeri Gorontalo
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Journal : Majapahit Journal of Islamic Finance and Management

 1 
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 Abdullah, Amnawati Abdullah, Hikmawati Abdullah, Karmila Abdullah, Muhamad Al Faruq Abdussamad, Zulfia K. Agus Hakri Bokingo Alkatiri, Munasar Alpianto Zakaria Andi Yusniar Mendo Anggraini, Sherina Annisa Aprilia Antoni, Elpina Y. Apniati Kiraman Aprilia Massie Arnol Kusmin Asnawi, Melan Angriani Badaru, Defrianto Banjarnahor, Ari Biki, Syamsul B. Citra Aditya Kusuma Citra Ningsih Korompot Citrawati Fadjar Clara Rizky Triani Rauf Danial, Yulyan Diajeng Reztrianti Djafar, Sri Winda Djoko Lesmana Radji Elviansri Katili Farmin Olii Fernatubun, Jumiati Ferry, Setyo Frenisya Atuna Fritania Bonde Halid Ahmad Hamdatai, Emil Salim Hamid, Febriyanti Putri Hapsawati Taan Haykal, Azzahra Putri Heldy Vanni Alam Hepat, Devita Aulia R Husain, Indriyani S Idris Yanto Niode Idrus, Fadel H. Al Imam Prawiranegara Gani Irdayanti, Wa Ode Irwan Yantu Isa, Ramlan Amir Jiartia Gobel Kahfiansyah, Muh. Ade Karmoy, Moh. Fadhel Khafifah Rahmasari Kidam, Tasya Lapalanti, Mohamad Zidhan Hidayat Lidya Hikolo Madjid, Lia Yustika Maku, Nurlaila Agustin Mansur, Saiful M. Mardjun, Nur Alfi Mark Brian Melisawati Kau Melysa Rahmola Moh Owen Palangit Mohamad Agus Salim Monoarfa Mohamad Dion Setiawan Arnold Mohamad Ichsan Adjunu Mohamad Zidhan Hidayat Lapalanti Mohamad, Thirsa Mohehu, Fazri Muchtar Ahmad Muhammad Ade Kahfiansyah Muhammad Sapta Ramadhan Ginting Suka Mulyadi, Dwiandra Venayla Putri Napu, Fajar Sidic Nasib Rianto Hasan Nuryan Danial Pansu, Oku Payuyu, Defriansyah Pidu, Sumaya Gusman Podungge, Azfar Raflin Hinelo Rahmawati Muharam Ramadani, Firni Rasyid, Mohamad Fathahudin Rezkiawan Tantawi Ria Restika Halid Riska Annisa Abdjul Risky Ismail Rivaldy Ardin, Mohamad Nur Rizan Machmud Rizka Nur Safira Robiyati Podungge Rusli Isa Setyo Ferry Wibowo Siti Chairunnisa Sri Mulyani Wakiden Srisetia Ningrum Suciyati Maruf Syamsul B Biki Syamsul B. Biki Tineke Wolok Tomina, Santri A. Umar, Fitriyanti Umin Kango Villy Epifania Suruata Wibowo Yuli Isnawati Yulianti Toralawe Yulinda L. Ismail Zainal Abidin Umar Zihan Putri Maharani Montu Zulfia K. Abdussamad