The Effect of Product Attributes and Promotions on Buying Interests (Case Study at Yoshinoya Resto BG Junction Surabaya)
Keywords:
Product Attributes, Promotion, Purchase InterestsAbstract
This study aims: 1) To analyze there is an influence between Product Attributes on Purchase Interest, 2) To analyze there is an influence between Promotions on Purchase Interest, 3) To analyze there is an influence between Product Attributes and Promotions on Purchase Interest. The sample in this study used a questionnaire that added 75 respondents. The population in this study were all visitors of the Yoshinoya Bg Junction Surabaya restaurant. This data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used is multiple linear regression. Results from this study: 1) Product attributes (X1) have no significant effect on Purchase Interest (Y). Where the value of t = 1,362> from table 1.99346 with a significance of 0.177> 0.05 means less significant means the Product Attributes do not affect Purchase Interest in Yoshinoya. 2) Promotion (X2) has a significant effect on Purchase Interest (Y). Where the t-count = 7,749> Table 1.99346 with a significance of 0,000 <0.05 means that it means that the promotion influence the Interest in Buy in Yoshinoya. 3) Purchase Interest (Y) has a significant effect on Product Attributes (X1) and Promotion (X2). Where the value of f arithmetic = 79.204> from ftabel 3.12 with a significance of 0,000 <0.05, which means that significantly together affect the Purchase Interest in Yoshinoya.
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