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All Journal JURNAL PENELITIAN EKONOMI DAN AKUNTANSI (JPENSI) International Journal of Economics, Business and Accounting Research (IJEBAR)
Teduh Primandaru
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Economics, Econometrics & Finance

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KAJIAN TEORITIS STRATEGI PEMASARAN GIMMICK DALAM MENARIK MINAT BELI KONSUMEN PADA TOKO RITEL Teduh Primandaru
JURNAL PENELITIAN EKONOMI DAN AKUNTANSI (JPENSI) Vol 4, No 3 (2019): JURNAL PENELITIAN EKONOMI DAN AKUNTANSI (JPENSI)
Publisher : Universitas Islam Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30736/jpensi.v4i3.264

Abstract

Dalam iklim usaha yang amat kompetitif saat ini, strategi pemasaran yang handal amat diperlukan guna menarik konsumen yang sekaligus merupakan pembeli potensial sebanyak mungkin. Dalam usaha ritel, strategi pemasaran yang handal amatlah esensial oleh karena dua hal, yakni merupakan komponen anggaran terbesar dan sebagai cara paling efektif guna menarik minat konsumen mendatangi toko ritel. Ketika sudah berada di toko tersebutlah, keputusan untuk membeli produk terbentuk.  Dalam konteks demikianlah strategi pemasaran gimmick sebagai suatu cara memasarkan produk, dikaji pengaruhnya dalam mempengaruhi minat konsumen, khususnya pada toko ritel.   Kata Kunci: Toko Ritel, Promosi, Strategi Pemasaran Gimmick, Minat Beli
Analysis of the Effect of Legendary Taste on Buying Interest at Purnama Coffee Shop, Bandung City Teduh Primandaru
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 5, No 4 (2021): IJEBAR : Vol. 05, Issue 04, December 2021
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v5i4.3525

Abstract

A taste is one of the key elements in attracting and improving buying interest of a coffee shop. More over if the taste is perceived as legendary. Purnama coffee shop, which is located in the heart of municipality of Bandung has this added value in perceiving a legendary taste of their menus. Is it true taste that is perceived legendary directly correlated to the improvement of buying interest? This research is aimed to know and analyze the effect of taste that is perceived legendary in improving the buying interest at Purnama Restaurant, in Bandung. This research uses multiple regression analysis by applying SPSS 24.0. This is a descriptive explanatory research form. The result of this research shows that the taste variable has a positive and significant effect toward the variable of buying interest of a coffee shop.
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