ANALISA PENGARUH DESAIN BUKU MENU TERHADAP MINAT BELI KONSUMEN DI CATURRA ESPRESSO SURABAYA

Fanessa Tiffani, Hanjaya Siaputra

Abstract


Abstrak : Tujuan dari penelitian ini adalah untuk mengetahui pengaruh desain buku menu terhadap minat beli konsumen di Caturra Espresso Surabaya. Teknik analisis data dalam penelitian kuantitatif ini menggunakan simple linear regression  dan diolah menggunakan Statistical Product and Service Solutions (SPSS) 16. Penelitian ini meneliti 160 konsumen yang pernah mengunjungi Caturra Espresso di Surabaya. Kuesioner disebarkan secara offline. Teknik sampling yang digunakan adalah purposive sampling. Indikator dari desain buku  menu meliputi spesifikasi dari tiap produk dan keseimbangan; keragaman dan komposisi dari produk yang ditawarkan; deskripsi, akurasi dan informasi; ukuran dan desain dari cover buku menu; kertas, kualitas cetak dan warna. Penelitian ini memberikan nilai beta dan konstanta yang positif dengan signifikansi dibawah 5% yang menunjukkan adanya pengaruh atau dampak positif signifikan dari desain buku menu terhadap minat beli konsumen.

Kata Kunci :        Minat beli, Desain Buku Menu, Deskripsi menu, Cover buku menu

 

Abstract :   This research’s purpose is made to find out the influence of menu book designs towards customer purchase intention at Caturra Espresso Surabaya. The data analysis technique is quantitative research using simple linear regression processed by Statistical Product and Service Solution (SPSS) 16. This research investigates 160 Caturra Espresso’s customer in Surabaya. Sampling technique used is purposive sampling. Indicators used in this research related to menu book design are product specification and balance; diversity and composition of offer of meals; descriptions, accuration and information; size and design of offers; paper, print quality and color. The result of the test shows positive beta and significance number under 5% which means there is positive and significant impact of menu book design toward customer’s purchase intention.

Keyword :   Purchase Intention, Menu Book Design, Menu Description, Menu Book Cover.


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References


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