Podho Mlakune: Pengaruh Kualitas Pelayanan, Kualitas Produk, dan Kearifan Lokal terhadap Minat Beli Konsumen Masyarakat Mataraman Kediri
Abstract
This study aims to analyze the influence of product quality, service quality, and local wisdom on consumers' purchase intention at Soto Ayam Tamanan Bok Ijo, Kediri. The study is based on consumer behavior theory, which emphasizes that purchasing decisions are influenced not only by functional factors but also by social and cultural values embedded within a community. A quantitative approach was employed using a survey method involving 346 consumers Selected through proportionate stratified random sampling across nine business outlets. Data were collected through structured questionnaires and analyzed using multiple linear regression with the assistance of IBM SPSS Statistics. The findings reveal that product quality, service quality, and local wisdom have positive and significant effects on consumers' purchase intention, both partially and simultaneously. Product quality significantly influences purchase intention through consumers’ perceptions of taste consistency, cleanliness, and overall product performance. Service quality also contributes positively by creating a comfortable and satisfying purchasing experience. Interestingly, local wisdom emerged as the most dominant factor influencing purchase intention with a coefficient of determination of 71,2%.
Keywords
local wisdom, product quality, purchase intention, service quality, traditional culinary business
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