Pengaruh Harga dan Kualitas Makanan terhadap Minat Beli Konsumen pada Zona Nyaman Café & Space di Kabupaten Bireuen

Abstract

This study aims to analyze the influence of price and food quality on consumer purchase intention at Zona Nyaman Café & Space in Bireuen Regency. This research employed a quantitative approach with a descriptive and associative design. Data were collected through the distribution of Likert-scale questionnaires to 100 respondents who were customers of Zona Nyaman Café & Space. The research variables consisted of price (X1) and food quality (X2) as independent variables, and consumer purchase intention (Y) as the dependent variable. Data analysis was conducted using validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, coefficient of determination (R²), and hypothesis testing (t-test) with the assistance of SPSS software. The results showed that all statement items were valid and reliable. The multiple linear regression analysis produced the equation Y = 0.551 + 0.367X₁ + 0.530X₂, indicating that price and food quality have a positive effect on consumer purchase intention. The t-test results revealed that both price and food quality had a positive and significant effect on consumer purchase intention, with a significance value of 0.000 < 0.05. Furthermore, the coefficient of determination (R²) of 0.966 indicates that 96.6% of the variation in consumer purchase intention can be explained by price and food quality, while the remaining 3.4% is influenced by other factors outside this study. These findings confirm that food quality is a more dominant factor than price in increasing consumer purchase intention.