PENGARUH GAYA HIDUP, PROMOSI, E-WOM, PERSEPSI KUALITAS, DAN PERSEPSI HARGA TERHADAP MINAT BELI PADA KONSUMEN RESTORAN KOREA JJANGYORI DI KOTA MADIUN

Yossi Pradevi

Abstract


This research aims to provide empirical data on the influence of lifestyle, promotion, E-WOM, perceived quality, and perceived price on consumers' buying interest at Jjangyori Korean restaurants in Madiun City. The study employs a quantitative approach with a sample size of 210 respondents. The sampling was done using a non-probability sampling method with purposive sampling. Data was gathered through a questionnaire distributed via Google Forms. The data was analyzed using smartPLS 3.0 software. The findings of this study reveal that: 1) lifestyle does not have a positive and significant impact on consumer buying interest; 2) promotion has a positive and significant impact on consumer buying interest; 3) E-WOM does not have a positive and significant impact on consumer buying interest; 4) perceived quality does not have a positive and significant impact on consumer buying interest; and 5) perceived price has a positive and significant impact on consumer buying interest at Jjangyori Korean restaurants in Madiun City.

Keyword: lifestyle, promotion, E-WOM, perceived quality, perceived price, buying interest


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