CUSTOMER PERCEIVED VALUE TERHADAP PURCHASE INTENTION DI WARUNG RAWIT RESTORAN KHAS KALIMANTAN, PIK

Abstract

As the number of restaurants grows, it is important for a company to build customer perceived value so that the products created and offered by the company can attract consumers' buying interest. Warung Rawit, a typical Kalimantan restaurant PIK is a restaurant with the characteristics of Singkawang cuisine, which is a city with various cultures and a city that has its own distinctive taste of cuisine and spices. The purpose of this study was to determine how the dimensions of customer perceived value affect purchase intention at Warung Rawit, a typical Kalimantan restaurant. This type of research is quantitative research. The sample in this study amounted to 99 respondents who were selected using a non-probability purposive sampling technique, using validity tests, reliability tests, classical assumption tests (normality, multicollinearity, heteroscedasticity), hypothesis testing (t test and f test), multiple linear analysis test. , and analysis of the coefficient of determination. The test results show that there is an effect of X1 (Emotional Value), X2 (Social Value), X3 (Quality/Performance Value), X4 (Price/Value of Money) simultaneously on Y (Purchase Intention). The conclusion in this study is that the variable X4 (Price/Value of Money) has a greater influence on the variable Y (Purchase Intention) compared to other variables. This indicates that price and economic value provide the best measure of customer value perceived by consumers before and after making a purchase.