Minat Pembelian Ulang di Rumah Makan Saat Pandemi Covid-19 (Studi Kasus di Omah Cangkruk Jombang)

Abstract

Abstrak

Pertumbuhan  industri makanan dan minuman sebelum indonesia terdampak pandemic covid-19 mulai menjadi andalan sebagai penopang pertumbuhan ekonomi nasional dan manufaktur. Pada 2019 sektor makanan dan minuman diyakini terus menjadi primadona masyarakat, terutama pada sector industri pariwisata yang mengembangkan wisata kuliner. Tujuan dari penelitian ini untuk menganalisis faktor kualitas produk dan higienitas terhadap minat pembelian ulang di Omah Cangkruk. Penelitian ini menggunakan purposive sampling dengan 100 orang pembeli di Omah Cangkruk. Penelitian ini menggunakan regresi linier berganda. Hasil penelitian secara parsial mengindikasikan kualitas produk, higienitas, harga, lokasi, dan kualitas pelayanan berpengaruh positif terhadap minat pembelian ulang. Sementara itu secara simultan kelima variabel memiliki pengaruh yang signifikan terhadap minat pembelian ulang di Rumah Makan Omah Cangkruk Jombang.

Kata Kunci: Kualitas Produk; Higienitas; Harga; Lokasi; Kualitas Pelayanan; Minat Beli Ulang

Abstract The

The growth of the food and beverage industry before Indonesia was affected by the COVID-19 pandemic began to become a mainstay as a support for national and manufacturing economic growth. In 2019, the food and beverage sector is believed to continue to be the prima donna of the community, especially in the tourism industry sector which develops culinary tourism. The purpose of this study was to analyze the factors of product quality and hygiene on the intention to repurchase at Omah Cangkruk. This study uses purposive sampling with 100 buyers in Omah Cangkruk. This study uses multiple linear regression. The results partially indicate product quality, hygiene, price, location, and service quality have a positive effect on repurchase interest. Meanwhile, simultaneously the five variables have a significant influence on the intention to repurchase at Omah Cangkruk Jombang Restaurant. 

Keywords: Product Quality; Hygiene; Price; Location; Service quality; Repurchase Interest