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This Author published in this journals
All Journal Media Akademika JURNAL PENDIDIKAN TAMBUSAI Journal of Economics and Business UBS Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan ADILLA: Jurnal Ilmiah Ekonomi Syari'ah ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar J-ISACC : Journal of Islamic Accounting Competency Jurnal Manajemen Keuangan Syariah Neraca Manajemen, Akuntansi, dan Ekonomi Margin : Journal of Islamic Banking
Sissah Sissah
IAIN STS Jambi
Religion Arts Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar

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Pengaruh Harga, Selera, Kualitas Produk, dan Lokasi terhadap Permintaan pada Konsumen Hot Pangsit Bar-Bar di Kota Jambi Alfarizi, M Rizieq; Sissah, Sissah; Rahma, Sri
ARZUSIN Vol 5 No 4 (2025): AGUSTUS
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v5i4.7266

Abstract

The intense competition in the culinary industry in Jambi City, including in the snack food sector such as Hot Pangsit Bar-Bar, necessitates a comprehensive understanding of the factors influencing consumer purchasing decisions. This study aims to analyze the influence of price, taste, product quality, and location on consumer demand for Hot Pangsit Bar-Bar, both partially and simultaneously. A quantitative research method with a survey approach was used by distributing questionnaires to 100 active consumers. Data analysis was conducted using multiple linear regression to examine the relationships among variables. The results show that all four variables, price, taste, product quality, and location have a positive and significant partial effect on demand, and a simultaneous significant effect with a significance value of 0.000 (p < 0.05). The Adjusted R Square value of 0.555 indicates that 55.5% of the variation in consumer demand can be explained by these variables. The study concludes that marketing strategies that emphasize competitive pricing, alignment with consumer taste preferences, consistent product quality, and strategic location are crucial for increasing consumer demand. These findings offer practical implications for culinary business owners to optimize key factors in attracting and retaining customers.
Co-Authors Achyat Budianto Ahmad Syahrizal Alfarizi, M Rizieq Alif Mursadad Anggraini, Dessy Asriyana, . Azkiya, Mujahid Royhan Azkiya, Mujahid Royhan Azkiya Darmawan, Rayendra Arjun Fuad Rahman Hafiz, Ahsan Putra Hidayat , Ma'ruf Martaliah, Nurfitri Maulana Syarifuddin, Ahmad Muhammad Subhan Ni'mah, Neili Khoerun Nuriza, Nuriza Rahma, Sri Refky Fielnanda Ridho, M. Taufik Rismawati, Cindy Safaria, Safaria Saputra, Jevi Susanto, Willy Tri Utami