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All Journal Jurnal Teknik Industri : Jurnal Hasil Penelitian dan Karya Ilmiah dalam Bidang Teknik Industri
Zulfaa, Salma Dzikriyah
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Computer Science & IT Decision Sciences, Operations Research & Management Engineering Environmental Science Industrial & Manufacturing Engineering

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Factor Analysis of The Influence of Promotions, Product Quality, Service Quality, Brand Awareness, And Communication on Purchase Interest in Food Catering Businesses Zulfaa, Salma Dzikriyah; Yastica, Tiara Verita; Salma, Sheila Amalia
JTI: Jurnal Teknik Industri Vol 10, No 2 (2024): December 2024
Publisher : Universitas Islam Negeri Sultan Syarif Kasim Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24014/jti.v10i2.30732

Abstract

Sakinah Tegal Restaurant is a catering business that has experienced unstable revenue over the past 10 months. Several factors, such as promotion, product quality, service quality, brand awareness, and communication, affect consumer purchase intention. This study aims to evaluate the effect of these factors on purchase intention in this catering business. The research method used was descriptive quantitative, and data analysis was conducted using the Structural Equation Modelling Partial Least Square (PLS-SEM) method with a sample of 140 respondents. The study results showed an R-square value of 0.830, indicating that promotion, product quality, service quality, brand awareness, and communication together affect purchase intention by 83%. In comparison, the remaining 17% is affected by other variables not examined in this research. Keywords: Catering, PLS-SEM, Consumer Behavior, Marketing Strategy, Promotion, Product Quality, Service Quality, Brand Awareness, Communication, Purchase Intention.
Co-Authors Sheila Amalia Salma Tiara Verita Yastica