PENGARUH KONSEP MAKAN ALL YOU CAN EAT TERHADAP NIAT BELI KONSUMEN DI JAKARTA SELATAN

Abstract

ABSTRACT: This study aims to analyze factors that influence purchase intentions in restaurants with the All You Can Eat concept in South Jakarta. Variables used in this study consisted attitude (X1), subjective norms (X2), lifestyle (X3), advertising (X4), price (X5), location (X6), and restaurant atmosphere (X7) as independent variables with purchase intention (Y) as dependent variable. The basic methods used in this research are descriptive and analytical. The method of determining the location in this study was purposive. The sampling method used is judgement sampling, with samples of 120 respondents. The results of research using Econometrics with multiple linear regression models show the following regression equation: Y = -0.036 + 0.221X1 + 0.174X2 + 0.198X3 + -0.014X4 + 0.261X5 + 0.239X6 + 0.051X7. The value of R2 is 0.502, which means that the influence of the independent variable on the dependent variable is 56.1%, while other variables outside the model explain the remaining 43,9%. The results of the F test show that the seven variables simultaneously affect purchase intentions in restaurants with the All You Can Eat concept in South Jakarta. Testing using the t-test shows that the variables attitude, subjective norms, lifestyle, price, and location partially have a significant effect on purchase intentions in restaurants with the concept of All You Can Eat in South Jakarta, advertising and restaurant atmosphere variables have no significant effect.

Keywords: All You Can Eat, Purchase Intention, Attitude, Subjective Norms, Lifestyle, Advertising, Price, Location, Restaurant Atmosphere.