| dc.description.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). | en_US |
