MINAT BELI KONSUMEN PADA CAFÉ LIMMING KOKTONG PEMATANG SIANTAR

Deshrimauli C. S.  Sihombing; Andy Wijaya; Julyanthry Julyanthry; Lora Ekana Nainggolan

Deshrimauli C. S. Sihombing Sekolah Tinggi Ilmu Ekonomi Sultan Agung
Andy Wijaya Sekolah Tinggi Ilmu Ekonomi Sultan Agung
Julyanthry Julyanthry Sekolah Tinggi Ilmu Ekonomi Sultan Agung
Lora Ekana Nainggolan Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Abstrak

Thei purpose of this research are: 1. Toidetermine theidescription of service quality, café atmosphere, and consumer buying interest at Café Limming Koktong Pematang Siantar. 2. To determine the influence of service quality and café atmosphere on consumer buying interest at Café Limming Koktong Pematang Siantar either simultaneously and partially. This study uses library research design and field research design. The population in this study were consumers of Café Limming Koktong Pematang Siantar, which amounted to 61 consumers. The type of data used is qualitative data and quantitative data. Data sources use primary data and secondary data. Data collected by interviews, questionnaires, documentation, and observation. Test research instruments with validity test and reliability test. Data analysis techniques used normality test, qualitative descriptive analysis, and quantitative descriptive analysis.The results of this study can be conclude as follows: 1. Service quality, café atmosphere, and consumer buying interest are good. 2. The results of the regression analysis show that thereiis positive influence between service quality and café atmosphere on consumer buying interest either simultaneously and partially. 3. The results of the correlation coefficient analysis show that there is high correlation between service quality and café atmosphere with consumer buying interest. Then the level of consumer buying interest can be explained by service quality and café atmosphere. 4. Theuresults of the hypothesis test state that H₀ is rejected, meaning that there is positive and significant influence between service qualityi and café atmosphere on consumer buying interest either simultaneously and partially.

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