The Effect of Location and Price on Purchase Interest at Villa Kubu, Seminyak

Authors

  • Ni Wayan Shinta Maharani Program Studi Pengelolaan Perhotelan, Politeknik Pariwisata Bali
  • I Nyoman Sukana Sabudi Program Studi Pengelolaan Perhotelan, Politeknik Pariwisata Bali
  • Nyoman Gede Mas Wiartha Program Studi Pengelolaan Perhotelan, Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/esa.v3i5.10809

Keywords:

Location, Price, Purchase Intention

Abstract

The high level of competition in the hospitality industry inevitably makes companies have to follow consumer tastes by understanding, and increasing buying interest. This study aims to determine the effect of location, price on buying interest in Villa Kubu, Seminyak. The population in this study were adult men and women over 18 years of age, who knew about Kubu Seminyak villa and had never stayed at kubu seminyak villa. The data analysis technique used in this study is Multiple Linear Regression, Coefficient of Determination, t test and F test using SPSS. Based on the results of the study where the count value is 75.469> 3.09 and the significance value of 0.000 <0.05 indicates that location and price simultaneously have a significant effect on buying interest. Based on the results of the coefficient of determination analysis, information was obtained that R Square was 0.609 or 60.9%. This value indicates that the independent variable is able to explain the dependent variable as much as 60.9%, while the remaining 39.1% is explained by other variables not included in this study. From the results of this study, it can be concluded that there is a positive and significant influence of location and price on buying interest.

Downloads

Download data is not yet available.

References

Abzari, M., Reza A. Ghassemi, & L. N. V. (2014). Analysing The Effect Of Social Media On Brand Attitude And Purchase Intention: The Case Of Iran Khodro Company. . Journal Of Social And Behavioral Sciences, Vol. 143, 822–826.

Arifin, M. T. W., & Hermanto. (2017). Arifin 251-Transcripts-676-6-10-20200713. Pengaruh Produk, Harga, Distribusi Dan Promosi Terhadap Keputusan Pembelian Jurnal Acobuss., Vol 5 No 21, 10–21.

Aristawidia, I. B. (2019). Pengaruh Strategi Penetapan Harga Dan Iklan Terhadap Minat Pembelian Produk Emina (Studi Kasus Pada Mahasiswi Febi Uin Sunan Ampel Surabaya) Ifah Bunga Aristawidia.

Austheen Lasa, T., & Wayan Wijayanti, N. (2021). The Impact Of Location, Price, And Diversity Of Products On Buying Interest In Omega Tirosa Store (Vol. 2, Issue 1).

Dharmmesta, B. S. , & Irawan. (2015). Manajemn Pemasaran Modern. Liberty .

Efrianto, A., & Suwitho. (2016). Pengaruh Harga, Lokasi, Promosi Dan Layanan Terhadap Keputusan Menginap Di Hotel The Alana Surabaya Suwitho Sekolah Tinggi Ilmu Ekonomi Indonesia (Stiesia) Surabaya.

Fahmi, I. (2018). Manajemen Risikoteori, Kasus Dan Solusi. Alfabeta.

Ferdinand, A. (2014). Pengembangan Minat Beli Merek Eksistensi. Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program Ibm Spss 23 ( Cetakan Ke-Viii.8th Ed). S. Badan Penerbit Universitas Diponegoro.

Halim, N. R., & Iskandar, A. (2019). Pengaruh Kualitas Produk, Harga Dan Persaingan Terhadap Minat Beli. Jurnal Riset Manajemen Dan Bisnis (Jrmb) Fakultas Ekonomi Uniat, 4(3), 415–424. Https://Doi.Org/10.36226/Jrmb.V4i3.291

Hasanah, N., & Priatama, A. (2022). Strategi Pemasaran Terhadap Minat Beli Perhotelan Di Kota Tarakan. Jurnal Manajemen Dan Bisnis, 4(3).

Heizer, J. , & Render, B. (2015). Manajemen Operasi. Salemba Empat.

Hurriyati, R. (2015). Bauran Pemasaran Dan Loyalitas Konsumen (Cetakan Keempat). Cv Alfabeta.

Ibrahim, Kamil, Putra, A. M., & Ariani, N. M. (2022). Pengaruh Kualitas Pelayanan Dan Lokasi Terhadap Kepuasan Konsumen Janji Jiwa X Samasta Jimbaran (Vol. 6, Issue 2).

Irfan, M., Rahmaniyah Utami Program Studi, N. D., Tinggi Pariwisata Bogor Jl Curug Mekar No, S., & Kota Bogor, Y. (2022). Pengaruh Fasilitas Kamar Dan Perceived Value Pada Minat Beli Di Hotel. Http://Luxuryhotelsguides.Com/

Juhaeri. (N.D.). Effect Of Promotion And Price On Customers’ Purchase Interests At Pt Sumber Cipta Multiniaga, South Jakarta Branch. Http://Ojs.Unm.Ac.Id/Iap

Kadek Yusnia Purnama Sari, Wayan Pantiyasa, I., & Gusti Ayu Eka Suwintari, I. (2023). The Influence Of Price And Promotion On Consumer Purchase Interest At Mercure Bali Legian. Jurnal Pariwisata Dan Bisnis), 02(2), 569–581. Https://Doi.Org/10.22334/Paris.V2i2

Kepariwisataan, J., & Hospitalitas, D. (2022). Pengaruh Kualitas Pelayanan Dan Lokasi Terhadap Kepuasan Konsumen Janji Jiwa X Samasta Jimbaran (Vol. 6, Issue 2).

Kotler, & G. Armstrong. (2018). Principle Of Marketing (17th Ed.). Pearson Education.

Kotler, P., & G. Armstrong. (2016). Principles Of Marketing. 16th Edition. Pearson Education Limited.

Lolang, E. (2014). Hipotesis Nol Dan Hipotesis Alternatif. Jurnal Kip, 685–689.

Manumpil, A., Mananeke, L., & Samadi, R. L. (2021). Pengaruh Strategi Bauran Pemasaran Terhadap Minat Beli Ulang Produk Geprek Bensu Manado The Influrnce Of Marketing Mix Strategy On Buyback Intention Of Geprek Bensu Manado Products. In Jurnal Emba (Vol. 9, Issue 3).

Nur Azizah, L. (2020). Pengaruh Lokasi, Harga, Dan Keberagaman Produk Terhadap Minat Beli Pada Pasar Tradisional Kiringan.

Pandelaki, B. K., Mandey, S. L., Ch Raintung, M., Manajemen, J., & Ekonomi Dan Bisnis, F. (2023). The Influence Of Electronic Word Of Mouth, Location And Price On Purchase Interest At R-Zone Cafe Langowan Oleh. In 312 Jurnal Emba (Vol. 11, Issue 1).

Peter, J. P., Olson, Jerry. C., & Sihombing, D. (2014). Consumer Behaviour : Prilaku Dan Strategi Pemasaran (Y. Sumihartil, Ed.; 4th Ed.). Erlangga.

Powa, G. A., Lapian, S. L. H. V. J., Wenas, R. S., & Kualitas……, P. (1188). Pengaruh Kualitas Produk, Harga Dan Word Of Mouth Terhadap Minat Beli Konsumen Handphone Pada Mahasiswa Feb Unsrat The Influence Of Quality Products, Prices And Word Of Mouth To Interest In Buying Consumers Handphone On Student Unsrat Feb. Jurnal Emba, 6(3), 1188–1197.

Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu . Cv Pustaka Setia.

Purnomo, E. (2016). Pengaruh Harga, Kualitas Produk Dan Lokasi Terhadap Minat Beli Konsumen Dalam Membeli Beras Lokal (Studi Kasus Desa Rambah Utama). Fakultas Ekonomi, Universitas Pasir Pengairan.

Rahmawati, A. Y., & Hidayat, M. S. (2022). Pengaruh Bauran Pemasaran 7p (Product, Price, Place, Promotion, Process, Physical Evidence, Dan People) Terhadap Kepuasan Pasien Studi Kasus Pada Rumah Sakit Islam Sakinah Mojokerto. Jisma. Jurnal Ilmu Sosial, Manajemen, Dan Akuntansi, 149–158.

Salimin, & Sugiyanto. (2019). Pengaruh Brand Image Dan Kualitas Pelayanan Terhadap Minat Beli Konsumen Pada Rumah Makan Begal ( Bebek Galak). Prosiding Seminar Nasional Humanis , Vol 3, No 2.

Saragih, H. (2015). Analisis Strategi Penetapan Harga Dan Pengaruhnya Terhadap Volume Penjualan Pada Pt. Nutricia Indonsesia Sejahtera Medan. In Jurnal Ilmiah Methonomi (Vol. 1, Issue 2).

Satria, A. A. (2017). Pengaruh Harga, Promosi, Dan Kualitas Produk Terhadap Minat Beli Konsumen Pada Perusahaan A-36. In Performa: Jurnal Manajemen Dan Start-Up Bisnis (Vol. 2, Issue 1).

Sefti Adhaghassani, F., & Purwanti, S. (2016). Strategi Bauran Pemasaran (Marketing Mix) 7p (Product, Price, Place, Promotion, People, Process, Physical Evidence) Di Cherryka Bakery.

Silaningsih, E., & Utami, D. P. (2018). Pengaruh Marketing Mix Terhadap Minat Beli Konsumen Pada Usaha Mikro Kecil Dan Menengah (Umkm) Produk Olahan Makanan Ringan The Effect Of Marketing Mix To Consumen Willingness To Buy In Micro Small Medium Enterprises (Msme) Snacks Product: Vol. Ditelaah.

Siregar, N., Si, S. M., & Ovilyani, R. (2017). Analisis Faktor-Faktor Yang Mempengaruhi Minat Beli Konsumen Dalam Menggunakan Indihome Sebagai Penyedia Jasa Internet Di Kota Medan (Studi Kasus Kantor Plaza Telkomcabang Iskandar Muda No. 35 Medan Baru). 7(1).

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. . Alfabeta, Cv.

Syardiansah. (2017). Pengaruh Fasilitas, Harga, Lokasi Dan Promosi Terhadap Keputusan Sewa Lapangan Futsal Oleh Mahasiswa. Jurnal Samudra Ekonomi Dan Bisnis, 8, 681–683.

Tjiptono, F. (2014). Pemasaran Jasa (Prinsip, Penerapan, Penelitian). Andi.

Tondang, B. W. (2019). Pengaruh Celebrity Endorser Hamidah Rachmayanti Terhadap Keputusan Pembelian Produk Online Shop Mayoutfit Di Kota Bandung. Jom Fisip, 1–13.

Zahra, R., & Rina, N. (2018). Pengaruh Celebrity Endorser Hamidah Rachmayanti Terhadap Keputusan Pembelian Produk Online Shop Mayoutfit Di Kota Bandung. In Jurnal Lontar (Vol. 6).

Zainuddin Hamidi, D., Sarah Ginanjar, N., Hidayat, G., Agung Martono, B., Tinggi Ilmu Ekonomi Pgri Sukabumi, S., Prodi Manajemen, D., Santika Sukabumi, H., Pemasaran, S., & Tinggi Ilmu Ekonomi Bisnis Indonesia, S. (2022). Pengaruh Citra Merek Dan Akses Lokasi Terhadap Minat Berkunjung Tamu Pada Hotel Santika Sukabumi Oleh. Jurnal Ekonomi Dan Bisnis, 11(3).

Downloads

Published

2024-09-11

How to Cite

Maharani, N. W. S. ., Sabudi, I. N. S. ., & Wiartha, N. G. M. . (2024). The Effect of Location and Price on Purchase Interest at Villa Kubu, Seminyak. Indonesian Journal of Applied and Industrial Sciences (ESA), 3(5), 413–428. https://doi.org/10.55927/esa.v3i5.10809