PENGARUH PEMASARAN PRODUK MAKANAN DAN MINUMAN TERHADAP MINAT BELI KONSUMEN PADA RUMAH MAKAN HANAMIE GUDO

ABSTRACT
Pengaruh Pemasaran Produk Makanan Dan Produk Minuman Terhadap MinatBeli Konsumen Pada Rumah Makan Hanamie Gudo

Faisal Arianto
Fakultas Ekonomi Universitas Darul Ulum

Dosen Pembimbing:
1. Hj. Wina Nurhayati, SE, M, Si
2. Dra. Hj. Aslichah M.Si

Problems Nowadays, Indonesia has a variety of products on offer to meet economic needs. Variousproducts are created and offered according to the needs of society in general, from primary needs to secondary needs. Hanamie is a restaurant that is strategically located, because it is in the middle of the Gudo Education District, where of course there are many consumers there. The average consumer at Hanamie is a student from the surrounding community. The place at Hanamie is very comfortable even though it is not too large, clean and also provides parking in the front area of Hanamie. The analysis method in this research uses multiple linear regression analysis to analyze the linear relationship between two or more independent variables (X1, X2, etc.) and the dependentvariable (Y).1. Food products have a partially significant effect on consumer buying interest. Food products have a significant influence on consumer purchasing interest through various factors suchas quality, price, packaging, branding, taste and variants, promotions, reviews, nutritional value, and availability. Manufacturers who are able to manage and improve these factors effectively can attract more consumers and increase sales. By understanding and meeting consumer needs and preferences, food products can become the first choice and build long-term customer loyalty. 2.
Beverage products have a partially significant effect on consumer buying interest. Beverage products have a significant influence on consumer purchasing interest through various factors suchas quality, price, packaging, branding, taste and variants, promotions, reviews, nutritional value and availability. Manufacturers who are able to manage and improve these factors effectively can attract more consumers and increase sales. By understanding and meeting the needs and preferences of a. Hanamie can try to invest in attractive and functional packaging to make Hanamie products stand out more on store shelves. Make sure the packaging also reflects the quality and value of the product. b. Future researchers can correct deficiencies in this research, perfect deficiencies due to the limitations of researchers in this research and also increase the number of samples to obtain comprehensive results.

Keywords: Food product marketing, Beverage product marketing, Consumer purchasing interest