The Influence of Physical Evidence, Relationship Marketing and Service Quality on Customer Purchase Interest in Cafe Mata Hati Kediri (Case Study on Students of University of Nusantara PGRI Kediri)
DOI:
https://doi.org/10.29407/3g8kgt30Abstract
Research aim : This study aims to determine the effect of physical evidence, relationship marketing, quality service on customer buying interest in Kafe Mata Hati Kediri, with a focus on students of University of Nusantara PGRI Kediri. Mata Hati Cafe is located on Jl. Ahmad Dahlan No.34, Mojoroto, Kec. Mojoroto, Kediri City, East Java 64112.
Design/Method/Approach : This research method is quantitative research with a descriptive approach using multiple linear regression tests. The population of this research is consumers of these MSMEs. This study involved 56 respondents as samples.
Research Finding : The results showed that the influence of physical evidence, relationship marketing, and service quality simultaneously had a significant impact on customer buying interest.
Practitionel/Policy implication : This research provides practical implications for cafe owners and management in improving customer experience and strengthening buying interest.
Research limitation : The limitations of this study include a sample limited to students of University of Nusantara PGRI Kediri, so generalization of findings may be limited to that population.
Keywords:
Marketing, Physical Evidence, Relationship Marketing, Service Quality, Purchase InterestDownloads
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