THE EFFECT OF FOOD QUALITY, SERVICE QUALITY, PRICE AND STORE ATMOSPHERE ON CONSUMERS' BUYING INTEREST

Abstract

Business competition in the modern era is now increasingly crucial. With uncertain economic conditions due to the Covid-19 pandemic, it is a disaster for culinary entrepreneurs who are just starting and haven't got many regular customers. With this problem, restaurateurs must think about improving their marketing strategies to showcase their products. Competition forces culinary entrepreneurs to compete and always innovate and serve satisfying services to meet customer needs. This study tested the variables supporting the culinary business to determine how consumers' buying interests emerged, including food quality, service quality, price and store atmosphere. This study uses quantitative methods using primary data types (questionnaires), which are tested using multiple linear regression analysis methods. This type of research is correlational because this study tested how the relationship between the existing independent variables (X1, X2, X3 and X4) influence the dependent variable (Y). The population of this research is all people in Surabaya who are more than 16 years old, where the population is known to be adjusted to the average number of consumers of Aluan Resto for one month, namely 100 people with 80 people taking the sample using the solving formula. The results of this study reveal that all the variables (X) studied have a positive and significant influence on buying interest (Y).