Indrawati, Mei (2020) Factors Affecting the Decision of Buying at the Culinary Tourism Center. In: Proceedings of the 2nd International Conference on Business and Management of Technology (ICONBMT 2020).
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Abstract
The proliferation of culinary tourism in various regions has caused intense competition. It is important for culinary tourism actors to know the factors that influence someone to purchase their products. The research objective is to analyze the effect of product, price, and word of mouth partially or simultaneously on purchasing decisions at the Culinary Tourism Center. The independent variables include: product, price, and word of mouth. Purchase decision as the dependent variable. Sample of 60 buyers by purposive sampling. Data analysis using Multiple Linear Regression. The regression coefficient of the three independent variables has a significance of less than 0.05, meaning that it partially influences the buying decision. The significance of the F test = 0.000, meaning that it simultaneously influences the buying decision. The research implication makes culinary business players survive.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Product, price, word of mouth, buying decision, culinary tourism |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Prosiding |
| Depositing User: | Mochamad Danny Rochman, A.Md. Lib., S.S.I. |
| Date Deposited: | 10 Jun 2021 06:51 |
| Last Modified: | 10 Jun 2021 08:23 |
| URI: | http://eprints.uwp.ac.id/id/eprint/2831 |
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