Implementation of Promotion and Quality Services To Attract Consumer Interests Buy Coffee Shops City Subdistrict Lumajang

  • Khoirul Anwar STIE Widya Gama Lumajang
  • Hartono Hartono STIE Widya Gama Lumajang
  • Fauzan Muttaqien STIE Widya Gama Lumajang
Keywords: Promotion, Service Quality, Consumer Buying Interest

Abstract

The research method used is a multiple linear regression method. The results Showed that for promotion variables had a positive value but did not Affect Consumers 'buying interest in coffee shops in Lumajang City Subdistrict and service quality variables had a positive value but did not Affect Consumers' buying interest in coffee shops in Lumajang City District. While simultaneously there is the influence of promotion and service quality on consumers' buying interest in coffee shops in Lumajang City District with a coefficient of determination (R2) of 0.293, the which indicates that 29.3% of consumer buying interest can be explained by promotion variables and service quality while the remaining 70, 7% of consumers' buying interest is influenced by other variables not Examined in this study. The limitation of this study is only examining the effect of the application of promotion and service quality to Attract Consumers' buying interest in coffee shops in Lumajang City District. Whereas other variables that influence consumers' buying interest in coffee shops in Lumajang City District are expected to be investigated by future Researchers. 3% of consumer buying interest can be explained by promotion variables and service quality while the remaining 70, 7% of consumers' buying interest is influenced by other variables not Examined in this study. The limitation of this study is only examining the effect of the application of promotion and service quality to Attract Consumers' buying interest in coffee shops in Lumajang City District. Whereas other variables that influence consumers' buying interest in coffee shops in Lumajang City District are expected to be investigated by future Researchers. 3% of consumer buying interest can be explained by promotion variables and service quality while the remaining 70, 7% of consumers' buying interest is influenced by other variables not Examined in this study

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Published
2019-08-31