CITA RASA DAN PROMOSI DALAM MENDORONG MINAT BELI KONSUMEN PIZZA BALE QHONDE DESA NGERU KECAMATAN MOYO HILIR

Abstract

This study aims to determine the effect of taste and promotion on purchase intention among consumers of Pizza Bale Qhonde in Ngeru Village. This study employed an associative research design. The data examined in this study consisted of quantitative data collected directly from primary sources through questionnaires. The population consisted of 540 consumers of Pizza Bale Qhonde in Ngeru Village during the last six months. The sample size was determined through the Slovin formula, which resulted in a total sample of 85 respondents. The sample was selected through the accidental sampling technique. Data analysis applied multiple linear regression analysis, partial hypothesis testing (t-test), simultaneous hypothesis testing (F-test), and the coefficient of determination test (R²). The results showed that, partially, taste and promotion had a positive and significant effect on purchase intention among consumers of Pizza Bale Qhonde, with the t-statistic for taste was 5.550 and promotion was 3.597, both of which exceeded the critical t-value of 1.988 (5.550 & 3.597>1.988). Simultaneously, taste and promotion had a significant effect on purchase intention among consumers of Pizza Bale Qhonde, with an F-statistic of 88.259, which exceeded the critical F-value of 2.483 (88.259>2.483). The coefficient of determination (R²) was 0.675, which indicates that taste and promotion accounted for 67.5% of the variation in consumers’ purchase intention at Pizza Bale Qhonde in Ngeru Village, while the remaining 32.5% was attributable to other variables outside the scope of this study, such as price, location, product quality, and service quality.