Pengaruh Harga, Selera, Kualitas Produk, dan Lokasi terhadap Permintaan pada Konsumen Hot Pangsit Bar-Bar di Kota Jambi The Influence of Price, Taste, Product Quality, and Location on Consumer Demand for Hot Pangsit Bar-Bar in Jambi City
Article Sidebar
Page Numbers:
2170-2189
Digital Object Identifier:
10.58578/arzusin.v5i4.7266
Viewed: 216 times
Downloaded: 136 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
M Rizieq Alfarizi1, Sissah Sissah2, Sri Rahma3 
Copyright :
Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
The intense competition in the culinary industry in Jambi City, including in the snack food sector such as Hot Pangsit Bar-Bar, necessitates a comprehensive understanding of the factors influencing consumer purchasing decisions. This study aims to analyze the influence of price, taste, product quality, and location on consumer demand for Hot Pangsit Bar-Bar, both partially and simultaneously. A quantitative research method with a survey approach was used by distributing questionnaires to 100 active consumers. Data analysis was conducted using multiple linear regression to examine the relationships among variables. The results show that all four variables, price, taste, product quality, and location have a positive and significant partial effect on demand, and a simultaneous significant effect with a significance value of 0.000 (p < 0.05). The Adjusted R Square value of 0.555 indicates that 55.5% of the variation in consumer demand can be explained by these variables. The study concludes that marketing strategies that emphasize competitive pricing, alignment with consumer taste preferences, consistent product quality, and strategic location are crucial for increasing consumer demand. These findings offer practical implications for culinary business owners to optimize key factors in attracting and retaining customers.
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Adirestuty, F. A. F., Rahayu, Y. A., & Erdiani, V. (2018). Pengaruh Pendapatan dan Selera Terhadap Permintaan Ikan Laut di Kabupaten Pangandaran. Syari’ah Economics, 2(1). https://riset-iaid.net/index.php/SE/article/view/218
Atmoko-AKPARYO, T. P. H. (2017). Peningkatan higiene sanitasi sebagai upaya menjaga kualitas makanan dan kepuasan pelanggan di Rumah Makan Dhamar Palembang. Khasanah Ilmu-Jurnal Pariwisata Dan Budaya, 8(1). https://ejournal.bsi.ac.id/ejurnal/index.php/khasanah/article/view/839
Balafif, M., & Nurul Imamah, S. E. (2024). Pengaruh Pendapatan, Harga Barang, Kualitas Barang dan Penggunaan Internet terhadap Permintaan E-Commerce Shopee. Bharanomics, 5(1), 11–17. https://journal.febubhara-sby.org/bharanomics/article/view/519
Ghozali, M. (2018). Analisis sistem lembaga keuangan syariah Dan lembaga keuangan konvensional. IQTISHODUNA: Jurnal Ekonomi Dan Bisnis Islam, 14(1), 19–21. https://ejournal.uin-malang.ac.id/index.php/ekonomi/article/view/4820
Hidayat, D. N., Agung, A., Pujiati, A., & Nihayah, D. M. (2024). Analisis Elastisitas Faktor-Faktor yang Mempengaruhi Permintaan Daging Sapi. JEPP: Jurnal Ekonomi Pembangunan Dan Pariwisata, 4(2), 97–105. https://e-journal.upr.ac.id/index.php/jeppupr/article/view/15961
Indrawijaya, S., Syafri, R. A., & Isnaeni, N. (2018). Model Pengembangan Usaha Ekonomi Kreatif Kuliner Untuk Meningkatkan Daya Saing Di Kota Jambi. Jurnal Manajemen Terapan Dan Keuangan, 7(3), 252–262. https://online-journal.unja.ac.id/mankeu/article/view/5846
Maharani, N. I., & Noor, F. S. (2023). Pengaruh Kepercayaan, Gaya Hidup Dan Pengaruh Sosial Terhadap Minat Penggunaan Shopee Paylater Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Islam UIN STS Jambi. JOURNAL SAINS STUDENT RESEARCH, 1(2), 130–143. https://journal.unisnu.ac.id/jrei/article/view/846
Megayanti, P., Suharsono, N., & Tripalupi, L. E. (2018). Pengaruh Harga Dan Selera Terhadap Keputusan Membeli Di Online Shop Siswa Sma Negeri Di Kota Singaraja. Jurnal Pendidikan Ekonomi Undiksha, 10(2), 563–572. https://ejournal.undiksha.ac.id/index.php/JJPE/article/view/20116
Mislinawati, M., Kadriyani, E., & Husaini, R. (2023). PENGARUH HARGA SEWA, FASILITAS DAN LOKASI TERHADAP PERMINTAAN RUSUNAWA KEUDAH KOTA BANDA ACEH. JURNAL ECONOMINA, 2(6), 1462–1474.
Nugroho, K., & Rahayu, N. P. W. (2025). Pengaruh Promosi dan Harga Terhadap Kepuasan Konsumen di Kopi Ketje Bandar Lampung. ECo-Buss, 8(1), 772–783.
Pratiwi, R. N., Yunitasari, I., Muftiyanto, R. T. N., & Gunaningrat, R. (2024). Pengaruh Harga Produk, Kualitas Produk dan Lokasi Pada Keputusan Pembelian Wedrink di Surakarta. MASMAN Master Manajemen, 2(1), 90–102. 10.12928/fokus.v12i2.6671
Rahmadani, N., Wirangga, R., Zarna, A. D., & Sanjaya, V. F. (2023). Pengaruh Harga Dan Kualitas Produk Terhadap Minat Beli Geprek Abu Ahda. Journal for Management Student (JFMS), 3(2), 9–25. https://journal.unsika.ac.id/index.php/jfms/article/view/10767
Sari, C. A. (2021). Pengaruh kualitas produk, harga dan saluran distribusi terhadap keputusan pembelian beras (studi kasus konsumen Kilang Padi Kamoa di Desa Aek Badak Kecamatan Sayurmatinggi Kabupaten Tapanuli Selatan). IAIN Padangsidimpuan. https://ji.unbari.ac.id/index.php/ilmiah/article/viewFile/4565/2045
Sari, N. (2018). Pengembangan ekonomi kreatif bidang kuliner khas Daerah Jambi. Jurnal Sains Sosio Humaniora, 2(1), 51–60. 10.22437/jssh.v2i1.5281
Simbolon, Y., Barus, D. R., Permata, S., & Putriku, A. E. (2025). Analisis Pengaruh Harga dan Kualitas Produk terhadap Permintaan Produk Kerupuk Opak UD. KARYA BERSAMA. Jurnal Penelitian Ekonomi Manajemen Dan Bisnis, 4(2), 1–16. 0.38035/jim.v1i1.21
Soebakir, B. D., Lumanauw, B., & Roring, F. (2018). Pengaruh brand, harga dan kualitas pelayanan terhadap keputusan pelanggan membeli di kedai kopi gudang imaji Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4). https://ejournal.unsrat.ac.id/index.php/emba/article/view/21910
Sonatasia, D., Onsardi, O., & Arini, E. (2020). Strategi Meningkatkan Loyalitas Konsumen Makanan Khas Kota Curup Kabupaten Rejang Lebong. Jurnal Manajemen Modal Insani Dan Bisnis (JMMIB), 1(1), 11–25. https://ideas.repec.org/p/osf/osfxxx/r5268.html
Tobing, F. M., & Sihombing, D. (2016). Pengaruh Lokasi, Keragaman Produk Dan Harga Terhadap Keputusan Pembelian (Studi Pada Carrefour Citra Garden Medan). Jurnal PLANS (Penelitian Ilmu Manajemen & Bisnis), 11(2), 149–156. https://digilib.unimed.ac.id/id/eprint/50749/
Wahyuni, S. (2020). Analisis Dampak Keberadaan Go Food dan Grab Food terhadap Peningkatan Penjualan Usaha Kuliner (Studi Kasus: Pelaku Usaha Kuliner di Kelurahan Sei Kera Hilir II Kecamatan Medan Perjuangan Kota Medan). Universitas Islam Negeri Sumatera Utara. 10.29408/jpek.v5i1.3333