THE EFFECT OF LOCATION, PRODUCT VARIETY AND QUALITY OF

SERVICE ON CONSUMER BUYING INTEREST IN FLOBA MORA

RESTAURANT IN MOJOKERTO CITY

Dandi Angga Risandi, Dra. Eny Rachmawati. M.M, Diah Cahyani. SE.M.M
Management Study Program, Faculty of Economics, University of Mayjen Sungkono Mojokerto
dandiangga800@gmail.com

ABSTRACT
This study aims to determine the effect of location, product variants and service quality on
consumer buying interest at the Floba Mora restaurant in the city of Mojokerto. This research
uses quantitative research. The sample used in this study amounted to 100 respondents. The
sampling technique used in this study is a non-probability sampling technique. because the
population is not known the number of members, and with purposive sampling as a technique of
determining the sample. The data collection method used was an instrument that had been
planned in the form of a questionnaire/questionnaire. The data analysis method used in this
research is multiple linear regression.
Based on the results of the study obtained multiple linear regression equation Y = 0.827 + 0.274
X1 + 0.344 X2 + 0.443 X3. By using SPSS 25, the results of the F test hypothesis show Fcount =
45,664 with a significance value = 0.000 <0.05 which indicates that location (X1), product
variant (X2) and service quality (X3) simultaneously affect consumer buying interest in
restaurant "floba mora" in the city of Mojokerto (Y). Based on the t-test of the location variable
with a significance level of 0.000, the product variant variable with a significance level of 0.000
and the service quality variable with a significance level of 0.000. Of the three variables above.
From the three variables above, the service quality variable (X3) is concluded to have the most
dominant influence on consumer buying interest at the "floba mora" restaurant in the city of
Mojokerto (Y) because it has a larger regression coefficient value with a smaller significance
level than the variable. other. From the results of this study, it is also known that the coefficient
of determination (Adjusted R Square) is 0.575, which means that 57.5% of consumers' buying
interest in Floba Mora restaurants in Mojokerto City is influenced by location, product variants
and service quality. While the remaining influence of 42.5% is influenced by other variables that
are outside the variables studied in this study.

Keywords: location, product variants, service quality and consumer buying interest

PRELIMINARY
In the current era of globalization, business in the service sector is experiencing very good
development, one of which is a business engaged in culinary services in the restaurant sector. So
that the culinary service business is currently a business that attracts many people. Therefore,
competition in the culinary business is very rapid. The denser businesses make business
competition tight and cause consumers to have more alternative products, locations, prices, and
service quality vary so that consumers will always look for the highest value from the product.
People currently prefer to eat at restaurants because it is more practical. Because the problems
that arise such as people are lazy to cook themselves at home and compared to the taste and
quality of food in restaurants that have a better image than homemade food. So that currently
many companies are opening culinary businesses such as food and beverages that exist today.
Apart from the investment value which tends to be smaller, there is also a large market. The
increasingly fierce business competition, causing services to have more alternative products,
prices and service quality have a close relationship with customer satisfaction. In good service
quality, it gives an impetus to consumers to establish a good and strong relationship with the
company. And being long-term, this kind of relationship enhances the company to meet the
demands and wants of customers and their needs.
The culinary business is getting tighter, making entrepreneurs try to find the right
strategy in marketing the best products. Before the consumer makes a purchase, the consumer
will look for information about the brand or product and service to be purchased, in disbursement
this information can be obtained through advertisements made by producers and the opinions of
people around them such as family, friends and acquaintances, and can even seek information.
people have more knowledge about the product, so they will think of a product that can meet
their needs and on the interest that arises from within consumers to own and buy the product or
use the service (Muhammad, 2019).
According to Kotler and Armstrong (2012) location or (place), namely the various
activities of the company to make the products produced or sold affordable and available in the
market. The target location or place is a combination of location and decisions on distribution
channels, in this case related to how to deliver to customers and where the strategic location is.
The location itself is the planning and implementation and implementation of a product or
service distribution program through the right place or location. Location is one of the factors
that affect the success of a business. Companies must be smart in determining which location is
more strategic.
According to Lopiyoadi and Hamdani (2011), suggests that satisfaction is the level of
feeling where a person states the results of a comparison of the performance (services) received
and expected. Meanwhile, Kotler and Keller (2011), suggest that satisfaction is the marketing of
someone's pleasure or disappointment arising from comparing the performance of the prepared
product or result against their expectations. According to Lopiyoadi and Hamdani (2011) wrote
that many researchers conducted studies to pay attention to the benefits of retaining these
customers, one of which was Resenberg and Czipiel (2010) who showed that the cost of
acquiring new customers was about five times the cost of retaining existing customers through
marketing strategies. rational.
One of the businesses that is also experiencing intense competition today is a
restaurant. The increasingly fierce competition is marked by the increasing number of restaurants
popping up in Mojokerto. The location is so strategic and the product variants offered are also
various, so that it will be a distinct feature and advantage for each restaurant. This requires
restaurant business owners to create strategies to be able to compete and excel compared to other
restaurants. Likewise, at the Floba Mora restaurant in Mojoketo, where as one of the restaurants
in Mojokerto it also has different strategies and advantages compared to other competitors.
Almost every restaurant has a different quality of service. at the Floba Mora restaurant
is different from other restaurants. The quality of service is very polite and courteous so that it
makes visitors feel comfortable eating there. Service quality is also one of the main keys to
success. This is in agreement with getting service quality according to Tjiptono (2012) where
service quality is an effort to determine customer needs and desires and the accuracy of delivery
to balance customer expectations. With the existence of good product quality and service quality
and supported by a competitive pricing strategy, of course it will also affect consumer
confidence. Trust is a sense of trust, to the partners with whom one relates. Trust that arises from
an old product until both parties trust each other. If that trust has been established between the
customer and the company, the effort to build it is easier. Good service quality will be able to
meet the expectations of customers and with the fulfillment of customer expectations, it will
result in repeat purchases or continued loyalty to the Floba Mora restaurant.
Based on the explanation above, the writer is interested in conducting a research
entitled "The Influence of Location, Product Variants and Service Quality on Consumer
Purchase Interest at the "FLOBA MORA" Restaurant in Mojokerto City.
Formulation of the problem
1. Does location affect buying interest at the Floba Mora restaurant in Mojokerto?
2. Does the product variant affect buying interest at the Floba Mora restaurant in Mojokerto?
3. Does the quality of service affect buying interest at the Floba Mora restaurant in Mojokerto?
4. Do location, product variants and product quality simultaneously influence buying interest at
Floba Mora restaurant in Mojokerto?

Research purposes
Based on the formulation of the research problem above, the objectives of this study are:
1. To find out and analyze the influence of location on consumer buying interest at the Flabo
Mora restaurant in Mojokerto.
2. To find out and analyze the effect of product variants on consumer buying interest at the Flabo
Mora restaurant in Mojokerto.
3. To find out and analyze the effect of service quality on consumer buying interest at the Flabo
Mora restaurant in Mojokerto.
4. To find out and analyze the location, product variants and service quality which
simultaneously affect buying interest at Floba Mora restaurant in Mojokerto.

Theoretical basis
1. Location
According to Kotler and Armstrong (2018), location is a variety of company activities to make
the products produced or sold affordable and available to the target market, in this case related to
how to deliver products or services to consumers and where the strategic location is. According
to Fandy, Tjiptono (2015), the location indicators are as follows: (1) Access, (2) Visibility, (3)
Traffic (traffic, (4) Environment, (5) Criteria, (6) Parking lots, (7) Competition.
2. Product variant
According to Kotler and Keller (2012) product mix is a collection of all products and goods that
are offered by certain sales to consumers. Product mix or product variants of a company can be
classified according to width, length, depth and consistency. According to Kotler & Keller
(2017) product variant indicators are as follows: (1) size, (2) price, (3) appearance, (4) product
availability.

3. Quality of service
According to Arianto (2018), service quality can be interpreted as focusing on meeting needs and
requirements, as well as on timeliness to meet customer expectations. Quality of service applies
to all types of services provided by the company while the client is in the company. According to
Kotler and Keller (2016), there are five indicators of service quality, including: (1) Reliability,
(2) Responsiveness, (3) Guarantee, (4) Empathy, (5) Tangible.
4. Buying interest
According to Kotler and Killer (2015) stated that consumer buying interest is a consumer
behavior where consumers have the desire to choose, use, and consume or even want the
products offered. Indicators of buying interest according to Priansa, 2017 are: (1) Transactional
Interest, (2) Referential Interest, (3) Preferential Interest, (4) Explorative Interest
Hypothesis
H1: There is an influence of location on consumer buying interest at the Floba Mora restaurant in
Mojokerto.
H2: There is an effect of product variants on buying interest at the Floba Mora restaurant in
Mojokerto
H3: There is an effect of service quality on buying interest at the Floba Mora restaurant in
Mojokerto.
H4: There is a simultaneous effect of product variant location and service quality on buying
interest at the Floba Mora restaurant in Mojokerto.
Research methods
This research method uses quantitative research. The location of this research is at the Floba
Mora restaurant on Jl. Kulon soldier number 19 B, Mojokerto city. The population in this study
was the "unpredicted" Floba Mora restaurant buyers. The sampling technique used is non-
probability sampling because the population is unknown and uses purposive sampling,
determining the sample size using the Ferdinand formula (2014) of 100 respondents. The data
collection method used a variety of data as well as from sources related to research and
distributing questionnaires using a Likert scale. The data analysis method used in this research is
validity test and reliability test. Classical assumption test using normality test, heteroscedasticity
test, autocorrelation test and multicollinearity test. Hypothesis test using t test and F test and
using regression equation test and coefficient of determination.
Results and Discussion
1. Validity test
This is done to find out which statements are valid and which are invalid, by consulting the data
with a significance level of 0.05. To test the validity of these items using the SPSS 25.0 for
window program. Based on the description above, it can be presented the results of processed
data regarding testing the validity of the data in the research instrument which can be seen
through the following table:
From tables 1,2,3 and 4 above, it can be seen that all statement items in the questionnaire have an
Rcount greater than 0.195. Thus, all statement items of all variables are declared valid.
2. Reliability test
Reliability test is used to determine the consistency of the measuring instrument, whether the
measuring instrument can be relied upon for further use. The results of the reliability test in this
study used the cronbach alpha coefficient, where the instrument was said to be reliable if it had a
cronbach alpha coefficient equal to 0.60 or more. The results of the data reliability test can be
seen in the following table.
The results of the reliability test indicate that all variables have a large enough Cronbach alpha
coefficient, which is above 0.6 so it can be concluded that all items measuring variables from the
questionnaire are reliable, which means that the questionnaire used in this study is a reliable
questionnaire (Ghozali 2016) .
3. Normality test
Normality test is one way of classical assumption test to test the independent variable data (X)
and dependent variable data (Y) in the resulting regression equation. The method used is the
Kolgomorov-Smirnov statistic which is available in the SPSS 25 for windows program. The
criteria used in this test is to compare the significant level obtained with the alpha level used,
where the data is said to be normally distributed if sig > alpha.
Based on the table above, it is known that the value of asymp.sig. (2-tailed) of 0.200 is greater
than 0.05, so it can be concluded that the variable data location (X1), product variant (X2) and
service quality (X3) with the dependent variable is buying interest (Y) tested normally
distributed.
4. Heteroscedasticity test
The basis for decision making in the heteroscedasticity test with a scatterplot graph, if there is no
clear pattern, and the points are spread out, then the indication is that there is no
heteroscedasticity.
5. Autocorrelation Test
Regression model that is free from autocorrelation (non-autocorrelation). The autocorrelation
symptom test was carried out using the Durbin-Watson test, if Du < DW < (4-Du), then there
was no autocorrelation. The basis for taking the Durbin-Watson test with the following
conditions:
Based on the table above, it can be concluded that there is no autocorrelation. This can be seen
from the value of Du < DW < (4-Du) 1.736 < 2.107 < 2.264, so there is no autocorrelation.

6. Multicollinearity test
Multicollinearity test aims to test whether the regression model found a correlation between the
independent variables (independent). A good regression model should not have a correlation
between the independent variables. To determine whether there is multicollinearity between
variables, it can be seen from the tolerance value if it is greater than 0.10 and the VIF value is
less than 10.00, it means that there is no multicollinearity to the data being tested.
It can be seen that the tolerance value of the independent variable is greater than 0.10 (X1 =
0.866, X2 = 0.827 and X3 = 0.811) and the VIF value is greater than 10.00 (X1 = 1.155, X2 =
1.209 and X3 = 1.233), thus the three variables do not multicollinearity occurs.
7. t test
T test is used to determine whether each or partially the independent variable on the dependent
variable. Where ttable > tcount, H0 is accepted. And if ttable < tcount then H1 is accepted, as
well as if sig >α (0.05), then H0 is accepted H1 is rejected and if sig <α (0.05), then H0 is
rejected H1 is accepted. Shown in the following table:
According to the table above, the following conclusions can be drawn:
1. Location
The location variable has a significance level of 0.000 (<0.05), it is concluded that location (X1)
has a positive and significant effect on consumer buying interest at the "floba mora" restaurant in
the city of Mojokerto (Y).
2. Product variant
The product variant variable has a significance level of 0.000 (<0.05), it is concluded that the
product variant (X2) has a positive and significant effect on consumer buying interest at the
"floba mora" restaurant in the city of Mojokerto (Y).
3. Quality of service
The service quality variable has a significance level of 0.000 (<0.05), it is concluded that the
service quality (X3) has a positive and significant effect on consumer buying interest at the
"floba mora" restaurant in the city of Mojokerto (Y).

8. F . test
The hypothesis is accepted if the value of sig. = 0.05. To prove the hypothesis the results are as
follows:

From the results of the regression analysis, it can be seen that together the independent variables
have a significant influence on the dependent variable. This can be proven from the Fcount value
of 45,664 with a significance value (sig) of 0.000, it can be concluded that location (X1), product
variant (X2) and service quality (X3) simultaneously affect consumer buying interest at the
"floba restaurant". mora” in the city of Mojokerto (Y).

9. Multiple Linear Regression Test

Multiple regression analysis is one of the methods used to determine the effect of two or more
independent variables (X) on the variable (Y), called multiple if the independent variable is more
than one.

From the table above, it can be seen that the multiple linear regression equation is as follows:
Y = 0.827 + 0.274 X1 + 0.344 X2 + 0.443 X3
The regression equation model that can be written from these results in the form of a regression
equation is as follows:
1. The constant (α) of 0.827 means that the location variable (X1), product variant (X2) and
service quality (X3) do not exist or the value is 0. The results of multiple linear regression here
are constant -0.827 which means that it has a negative effect. A negative constant means that
there is a decrease.
2. The regression coefficient (β) of location (X1) of 0.274 means that the location variable (X1)
has a positive effect on consumer buying interest (Y). This shows that if the location (X1) is
increased by 1 unit, there will be an increase in consumer buying interest (Y) of 0.274.
3. The regression coefficient (β) of product variant (X2) of 0.344 means that product variant
(X2) has a positive effect on consumer buying interest (Y). This shows that if the product variant
(X2) is increased by 1 unit, there will be an increase in consumer buying interest (Y) by 0.344.
4. The regression coefficient (β) of service quality (X3) of 0.443 means that service quality (X3)
has a positive effect on consumer buying interest (Y). This shows that if the service quality (X3)
is increased by 1 unit, there will be an increase in consumer buying interest (Y) by 0.443.
10 Test of Coefficient of Determination (R2)
The coefficient of determination (R²) measures how far the ability of the model formed in
explaining the variation of the independent variable is. The results of the determination test (R2)
can be seen from the coefficient of determination in the following table:

From the table above, it is known that the adjusted Rsquare value of 0.575 means that the
magnitude of the influence of location (X1), product variant (X2) and service quality (X3) on
consumer buying interest at the "floba mora" restaurant in the city of Mojokerto (Y) is 57, 5%
and the remaining influence of 42.5% is influenced by other factors outside this study such as
price and others.
Discussion
In this section, the findings of the research described in the previous section will be discussed.
This discussion is intended to explain the relationship between the independent variable and the
dependent variable.
1. The Influence of Location on Consumer Buying Interest
The results of the partial test (t test) between the location variable (X1) on the variable of
consumer buying interest at the "floba mora" restaurant in the city of Mojokerto (Y) shows a
significance level value of 0.000 (<0.05), it is concluded that location (X1) has an effect positive
and significant on consumer buying interest at the restaurant "floba mora" in the city of
Mojokerto (Y).
2. The Effect of Product Variants on Consumer Buying Interest
The results of the partial test (t test) between the product variant variables (X2) and the consumer
buying interest variable at the "floba mora" restaurant in the city of Mojokerto (Y) showed a
value with a significance level of 0.000 (<0.05), it was concluded that the product variance ( X2)
has a positive and significant effect on consumer buying interest at the "floba mora" restaurant in
the city of Mojokerto (Y).
3. The Influence of Service Quality on Consumer Purchase Interest
The results of the partial test (t test) between the service quality variable (X3) on the variable of
consumer buying interest at the "floba mora" restaurant in the city of Mojokerto (Y) showed a
value with a significance level of 0.000 (<0.05), it was concluded that the service quality ( X3)
has a positive and significant effect on consumer buying interest at the "floba mora" restaurant in
the city of Mojokerto (Y)
4. The Influence of Product Variant Locations and Service Quality on Buying Interest
Simultaneous test results (F test) obtained Fcount value of 45,664 with a significance value (sig)
of 0.000 or 45,664 > 2.70, it is concluded that location (X1), product variant (X2) and service
quality (X3) simultaneously affect the interest buying consumers at the restaurant "floba mora"
in the city of Mojokerto (Y)
5. Results of multiple linear regression analysis
The results of the linear regression test show that the regression coefficient for the location
variable (X1) is 0.274 with a significance level of 0.000, product variance (X2) with a regression
coefficient of 0.344 with a significance level of 0.000, service quality (X3) with a regression
coefficient of 0.443 with a significance level of 0.000. From the three variables above, the
service quality variable (X3) is concluded to have the most dominant influence on consumer
buying interest (Y) because it has a larger regression coefficient value with a smaller significance
level than the other variables.
Conclusion
In this study several conclusions can be drawn, including:
1. The test results show that the location variable (X1) is significant at 0.000 (<0.05) but has an
effect on consumer buying interest at the "floba mora" restaurant in the city of Mojokerto (Y).
2. The results of the test with regression analysis through the SPSS 25.0 program show that the
product variant variable (X2) is significant at 0.000 (<0.05) on the variable of consumer buying
interest at the "floba mora" restaurant in the city of Mojokerto (Y).
3. The results of the test with regression analysis through the SPSS 25.0 program show that the
service quality variable (X3) is significant at 0.000 (<0.05) on the variable of consumer buying
interest at the "floba mora" restaurant in the city of Mojokerto (Y).
4. The results of the test with regression analysis through the SPSS 25.0 program show that the
location variable (X1), product variant (X2) and service quality (X3) simultaneously affect
consumer buying interest at the "floba mora" restaurant in the city of Mojokerto (Y ), this is
based on a significance level (sig) of 0.000 (<0.05).
Suggestion
1. For further researchers, it is advisable to expand research with different variables so that more
complete information is obtained about the factors that influence consumer buying interest in
addition to location, product variants and service quality.
2. It is hoped that the Floba restaurant will be able to expand, add product variants and maintain
service quality so that customers are satisfied with the services we provide.

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