Pengaruh Strategi Promosi, Harga, Iklan, Kualitas Pelayanan, Kepercayaan Pelanggan Terhadap Keputusan Pembelian Seafood Di Batam Dimediasi Oleh Kualitas Produk
DOI:
https://doi.org/10.37385/msej.v4i1.1243Keywords:
Seafood, Strategi Promosi, Harga, Keputusan Pembelian, Kualitas ProdukAbstract
Kota Batam merupakan zona wilayah yang dikelilingi oleh lautan sehingga disebut sebagai negara kepulauan. Dan juga dikelilingi oleh Singapura dan Malaysia. Menjadikan kota Batam posisi yang strategis. Dan karena kota Batam merupakan negara kepulauan, menjadikan Kota Batam kaya akan wisata kuliner khususnya seafood. Kota Batam juga dikenal sebagai surganya pecinta makanan laut karena Kota Batam memiliki persediaan makanan laut yang sangat banyak dan kaya. Seafood merupakan makanan yang menghasilkan sumber protein hewani dan omega 3 yang bermanfaat bagi kesehatan kita. Oleh karena itu, wisata kuliner khususnya restoran seafood merupakan bisnis yang menjanjikan di Kota Batam. Melihat prospek dan permintaan seafood yang tinggi, maka bisnis restoran seafood juga semakin berkembang dan meningkat di Kota Batam. Penelitian ini bertujuan untuk menganalisis pengaruh Strategi Promosi, Harga, Iklan, Kualitas Pelayanan, Kepercayaan Pelanggan, Terhadap Keputusan Pembelian dengan Mediasi Kualitas Produk di Kota Batam. Penelitian ini dilakukan dengan menyebarkan kuesioner melalui google form dan jumlah sampel yang digunakan dalam penelitian ini adalah 500 responden. Penelitian ini dianalisis menggunakan smart PLS (Partial Least Square) versi 3.
Kata Kunci : Seafood, Strategi Promosi, Harga, Keputusan Pembelian, Kualitas Produk
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