EFFECT OF PRODUCT QUALITY, LOCATION AND PRICE ON PURCHASE WITH CONSUMER PURCHASE INTEREST AS INTERVENING VARIABLE (Case Study at RM. Gudeg Bu Dul Banyumanik Semarang)

Abstract

In this study, researchers took the theme about the steps of Gudeg Bu Dul Semarang RM to increase
buying interest and purchasing decisions
The object of this research is Gudeg Bu Dul Restaurant in Ruko Complex, Jl. Jatiraya Block C6 Perum
Perumnas Banyumanik, Semarang. Based on the data, the achievement of the targeted visitors shows in November
- December 2017 decreased with the achievement of only 93% target in November and 82% achievement in
December 2017. This indicates that consumer interest to make purchases of gudeg at RM Gudeg Bu Dul tend to
low as evidenced by the decrease in the number of visitors.
Variable research the product quality, location and the price seen their influence on the decision a
purchase with interest in buying as intervening.
The population of this study were RM visitors Gudeg Bu Dul Semarang in December 2017 which
amounted to 2542 people. Samples taken 100 people. The technique used multiple regression analysis.
The result of analysis by using path analysis showed that: 1). Product quality effects on buying interest.
2). Location effects on buying interest. 3). Price effects on buying interest. 4). Buying interest effect on purchase
decisions. 5). Service effect on purchase decisions. 6). Location effect on purchase decisions. 7). Price effect on
purchase decisions. 8). Product quality effects on purchase decisions through buying interest as an intervening
variable. 9). Location effects on purchase decisions through buying interest as an intervening variable. 10. Price
effects on purchase decisions through buying interest as an intervening variable.
Suggestions that can be submitted from the research results are. 1). In order to maintain product quality
then the manager RM. Gudeg Bu Dul Banyumanik can consider to have their own land planted fruit jackfruit so
as to maintain the quality or quality of food gudeg 2) On the location variable owner RM. Gudeg Bu Dul
Banyumanik may consider opening a new outlet adjacent to the old location to anticipate if many visitors come.
3.) On the price variable should the owner of RM Gudeg Bu Dul apply economical package or economical package
like gudeg rice with chicken shred and half eggs offered in the range of Rp 15.000. 4). In order to further increase
consumer buying interest then the manager RM Gudeg Bu Dul can provide services delivery order.
Keywords : Product Quality, Location, Price, Buying Interest, Purchase Decision