Pengaruh Variasi Menu dan Digital Marketing Terhadap Minat Beli Pelanggan Hisana Fried Chiken Medan

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan pengaruh variasi menu dan digital marketing terhadap minat beli pelanggan Hisana Fried Chicken Medan Metode penelitian yang dilakukan adalah penelitian eksploratif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengan wawancara (interview), dengan daftar pertanyaan (questionnaire) dan studi dokumentasi. Populasi dalam penelitian ini adalah seluruh pelanggan pada Hisana Fried Chicken Medan. yang berjumlah 92 orang. Penarikan sampel dengan metode sampling jenuh atau lebih dikenal dengan istilah sensus. Dalam penelitian ini jumlah populasi relatif kecil yaitu sebanyak 92 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 23, dengan analisis deskriptif dan pengujian hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) secara parsial variabel variasi menu mempengaruhi minat beli pelanggan Hisana Fried Chicken Medan di Pengusaha Kuliner di Pasar Deli Tua. ; (2) secara parsial variabel digital marketing mempengaruhi minat beli pelanggan Hisana Fried Chicken Medan; (3) secara simultan terdapat pengaruh yang positif dan signifikan antara variabel variasi menu dan digital marketing minat beli pelanggan Hisana Fried Chicken Medan. The purpose of this study was to determine and the effect of menu variations and digital marketing on customer buying interest in Hisana Fried Chicken Medan. The research method used was exploratory research, where the variables were measured using a Likert scale. Methods of data collection is done by interview (interview), with a list of questions (questionnaire) and study documentation. The population in this study were all customers at Hisana Fried Chicken Medan. totaling 92 people. Sampling with saturated sampling method or better known as census. In this study, the population was relatively small, as many as 92 people. Data processing using SPSS version 23 software, with descriptive analysis and hypothesis testing with multiple regression analysis. The results showed that: (1) the menu variation partially affected the buying interest of the Hisana Fried Chicken Medan customers at the Culinary Entrepreneur at the Deli Tua Market. ; (2) partially digital marketing variables affect the buying interest of Hisana Fried Chicken Medan customers; (3) Simultaneously there is a positive and significant influence between the variables of menu variation and digital marketing customer buying interest in Hisana Fried Chicken Medan.