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DOI:
https://doi.org/10.25170/jm.v17i2.1751Kata Kunci:
EnglishAbstrak
Penelitian ini bertujuan untuk mengetahui pengaruh faktor kualitas Price, Services, Product and Location (PSPL) terhadap minat beli wisatawan serta faktor yang paling berpengaruh terhadap minat beli wisatawan pada kuliner lokal yang ada di Kawasan Danau Toba. Metode yang digunakan dalam penelitian ini adalah analisis verifikatif dengan menggunakan regresi linear berganda. Dari hasil penelitian dengan melakukan uji F, variabel harga (X1), kualitas pelayanan (X2), kualitas produk (X3), dan lokasi (X4) secara bersama-sama berpengaruh signifikan terhadap minat beli kuliner lokal di Kawasan Danau Toba. Pengujian dengan uji T menunjukkan bahwa variabel yang berpengaruh terhadap minat beli Ikan Arsik adalah variabel kualitas pelayanan (X2), kualitas produk (X3), dan lokasi (X4). Variabel yang berpengaruh terhadap minat beli Naniura adalah variabel kualitas produk (X3) dan lokasi (X4). Variabel yang berpengaruh terhadap minat beli Manuk Napinadar adalah variabel kualitas pelayanan (X2), kualitas produk (X3), dan lokasi (X4). Variabel yang berpengaruh terhadap minat beli Natinombur adalah variabel harga (X1), kualitas produk (X2), dan lokasi (X4). Variabel yang berpengaruh terhadap minat beli Dali Ni Horbo adalah variabel kualitas produk (X3) dan lokasi (X4). Variabel yang berpengaruh terhadap minat beli Tanggo-tanggo adalah variabel kualitas produk (X3) dan lokasi (X4). Secara keseluruhan dari layanan jenis makanan, maka ditemukan hospitality terbukti yang paling rendah, sehingga perlu ditingkatkan. Hasil dari penelitian ini dapat digunakan oleh pengelola kuliner lokal dalam pengembangan strategi dan peningkatan kinerja penjualan.
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