The Influence of Physical Evidence, Relationship Marketing and Service Quality on Customer Purchase Interest in Cafe Mata Hati Kediri (Case Study on Students of University of Nusantara PGRI Kediri)

Rosfitasari, Fitri
Paramitha, Dyah Ayu

KIC
Vol. 2 (2024): Proceeding Kilisuci International Conference on Economic and Business

Research aim : This study aims to determine the effect of physical evidence, relationship marketing, quality service on customer buying interest in Kafe Mata Hati Kediri, with a focus on students of University of Nusantara PGRI Kediri. Mata Hati Cafe is located on Jl. Ahmad Dahlan No.34, Mojoroto, Kec. Mojoroto, Kediri City, East Java 64112. Design/Method/Approach : This research method is quantitative research with a descriptive approach using multiple linear regression tests. The population of this research is consumers of these MSMEs. This study involved 56 respondents as samples. Research Finding : The results showed that the influence of physical evidence, relationship marketing, and service quality simultaneously had a significant impact on customer buying interest. Practitionel/Policy implication : This research provides practical implications for cafe owners and management in improving customer experience and strengthening buying interest. Research limitation : The limitations of this study include a sample limited to students of University of Nusantara PGRI Kediri, so generalization of findings may be limited to that population.