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Buying Interest on Franchise Chiclin Surabaya
Haryo Rachmaditya Wicaksono, R. Agus Baktiono, Muchamad Arif Department of Management Faculty of Economic and Business
Narotama University
Jl. Arief Rahman Hakim No. 51 Surabaya, Indonesia.
[email protected], [email protected], [email protected].
Abstract
This research aims to determine the influence of lifestyle, promotion, and brand image on consumer buying interest in franchise Chiclin Surabaya. The sample was 100 respondents. This research used regression analysis linear multiple. It used spss version 25 software. The independent variables were the Lifestyle (x1), Promotion (x2), and Brand Image (x3) whereas the dependent variable was buying interest (y). The result showed that the lifestyle, promotion, and brand image influential simultaneously of interest of buying. Then, the variables of lifestyle, promotion, and brand image also had a partial influence of the buying interest.
Keywords:
Brand Image, Buying Interest, Lifestyle, Promotion.
1. Introduction
Now, with the development of the business world, the competition in the business world is getting tougher.
This can be seen from the number of new businesses that have sprung up, especially in the city of Surabaya.
Business people also compete with each other to offer various advantages of the products they market. This fact certainly encourages companies to continue to maximize their company's performance, so that the company can continue to maintain and even improve the quality and quantity of products produced. Determining the right marketing strategy is an obligation that must be carried out by every company. Marketing strategy is a marketing logic in which companies hope to create value for customers and can achieve profitable relationships with customers (Kotler & Armstrong, 2012). This also applies to food marketing strategies in the food industry. By determining the right marketing strategy, this can support the company to be able to compete with other competitors and also to find out market trends and be able to meet consumer needs according to their lifestyle.
Lifestyle in principle is a person's pattern in managing his time and money. Lifestyle influences a person's behavior which ultimately determines a person's consumption pattern. As stated by (Kotler & Keller, 2012) Lifestyle is a person's pattern of living in the world which is expressed in his activities, interests, and opinions.
Lifestyle describes the whole person in interacting with his environment. Lifestyle describes a person's entire pattern of acting and interacting in the world.
An interesting phenomenon in recent years is the growing growth of the food franchise business. Examples such as Mc Donald's, Wendy's Burger, Kentucky Fried Chicken, and many more. These names already have more than 10,000 branches worldwide. In fact, because of the rapid growth, there are companies that can open branches every 13.5 hours.
A franchise is basically an agreement regarding the method of distributing goods and services to consumers. In this case, the franchisor grants a license to the franchisee to carry out the distribution of goods and services under the name and identity of the franchisor in a certain area, where the business is carried out in accordance with the procedures and methods determined by the franchisor and the franchisor provides assistance to the franchise. In return, the franchisee pays a sum of money in the form of initial fees and royalties (Suharnoko, 2004). If we observe today, there are lots of very creative new businesses offering various types of products and services, such as modern food businesses. Some of them open their outlets in shopping centers or on main roads in strategic locations in the city of Surabaya, one of which is the Chiclin Franchise.
Chiclin is a Taiwanese specialty chicken shilin franchise in Indonesia made with quality and guaranteed raw materials. The location of the place of business that will be studied by the author is on Jl. Raya Mulyosari no.
162 Surabaya.
From Chiclin sales conditions in the Mulyosari area, Surabaya City often experiencing changes in number, management needs to take concrete steps to market the product, one of which is by launching promotional techniques, as said (Tjiptono, 2011) promotion is an element of the marketing mix that focuses on informing, persuading, and reminding consumers of the company's brands and products.
With a good promotion, slowly the brand image built by the management will begin to improve, so that the strategy used can attract more buying interest from potential consumers.
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From the description above, this study focuses more on product quality, price level, and brand image of the Mulyosari branch of the Chiclin Franchise, Surabaya City and to analyze the interest in buying Chiclin franchise products so that based on this background the researchers raised the topic "The Influence of Lifestyle, Promotion, and Brand Image Against Consumer Buying Interest at Chiclin Franchise Outlets, Mulyosari Branch, Surabaya City”.
Based on the description of the background above, it can be formulated several problems, namely whether Lifestyle, Promotion, and Brand Image can affect Buying Interest, either partially or simultaneously.
This study aims to determine the effect of the variables of Lifestyle, Promotion, and Brand Image on the Buying Interest variable partially or simultaneously.
1.1. Empirical Review
1. Research conducted by (Iqbal Tawakal & Stefanus Kaihatu, n.d.) with the title “Impact of Lifestyle and Price on Diecast Buying Interest in Atlezza-Auto”. The results showed that lifestyle variable has a significant impact on buying interest, but price variable does not have significant impact on buying interest.
2. Research conducted by (Latief, 2018) with the title “Analysis of the Effect of Product, Price, Location and Promotion on Consumer Purchase Interest at Warung Wedang Jahe (Case Study of Warung Sido Mampir in Langsa City). The results showed the product, price, location, and promotion partially and simultaneously have a significant effect on consumer buying interest at Warung Wedang Jahe.
3. Research conducted by (Rusmiati et al., 2020) with the title “The Effect of Brand Image and Country of Origin on Consumer Buying Interest: Case Study on Yamaha NMAX Motorcycle in Denpasar City”. The results showed Brand Image and country of origin have a positive and significant influence on the purchase intention of Yamaha NMAX motorcycles in Denpasar City.
2. Literature Review
2.1. LifestyleAccording to (Kotler & Keller, 2012) Lifestyle is a person's pattern of living in the world which is expressed in his activities, interests, and opinions. Lifestyle describes the whole person in interacting with his environment. Lifestyle describes a person's entire pattern of acting and interacting in the world. Meawhile, according to (Setiadi, 2015) Lifestyle can be abroadly as the way people spend their time (Activities), what they consider important in their environment (interest), and what they think about themselves and the world around them (Opinion).
2.2. Promotion
According to (Tjiptono, 2015)promotion is an element of the marketing mix that focuses on efforts to inform, persuade, and remind consumers of the company's brands and products. Meanwhile, according to Buchory and Saladin in (Diyatma, 2017) promotion is one element in the company's marketing mix that is used to inform, persuade, and remind about the company's products.
2.3. Brand Image
According to Kotler and Keller in (Adi, 2015) stated that consumer buying interest is a consumer behavior where consumers have a desire to choose, use, and consume or even want a product offered.
2.4. Buying Interest
According to Kotler and Keller in (Adi, 2015) stated that consumer buying interest is a consumer behavior where consumers have a desire to choose, use, and consume or even want a product offered.
2.5. Correlation between Lifestyle with Buying Interest
Many factors influence consumer behavior, one of which is lifestyle. Psychographics or lifestyle refers to the activities, interests, opinions of consumers (AIO). In more detail it focuses on what people like to do, what their scope of interest is, and what people think about things. One form of consumer behavior, namely the interest or desire to buy a product or service cannot be separated from their lifestyle. In this study, lifestyle is very influential on buying interest because if a person's lifestyle is high, it will increase consumer consumptive behavior and interest in buying an item will continue to appear.
2.6. Correlation between Promotion with Buying Interest
Through promotions, companies or online shops can attract new customers, influence their customers to try new products, encourage customers to buy more, attack competitors' promotional activities, increase impulse buying (purchases without prior planning), or seek closer cooperation with retailers.
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2.7. Correlation between Brand Image with Buying Interest
In this study, brand image is very influential on buying interest because with a good brand image it will attract consumers to have an intention to buy a product.
2.8. Structure of Research Conceptual
Figure 1 Structure of Think 1. Hypothesis
H1 : Lifestyle has a significant effect on Buying Interest.
H2 : Promotion has a significant effect on Buying Interest.
H3 : Brand Image has a significant effect on Purchase Intention.
H4 : Lifestyle, Promotion, and Brand Image have a significant effect on Buying Interest.
2. Methodology
According to (Sugiyono, 2013), quantitative research methods can be interpreted as research methods based on the philosophy of positivism, used to examine certain populations or samples, sampling techniques are generally carried out randomly, data collection uses research instruments, data analysis is quantitative/ statistics with the aim of testing the established hypothesis. In this research, the researcher did not know the total population, so the sample calculation was carried out in this study using the Cochran formula, so that the total number of respondents was 96.04 respondents. In order for the research to be fit, the number of respondents/samples is rounded up to 100 respondents provided that the sample is not less than the number of calculations that have been carried out above.
The type of data used in this study is quantitative data, this is because in collecting the data it is collected using a questionnaire that will be given to the research sample. The data source of this research is primary data.
In this study, data were collected by questionnaire. The definition of variables that will be used in this study are 4 variables (3 independent variables and 1 dependent variable), these variables are:
1. Independent Variable 1) Lifestyle a. X1.1 Activity b. X1.2 Interest c. X1.3 Opinion 2) Promotion a. X2.1 Advertising b. X2.2 Personal selling c. X2.3 Selling promotion d. X2.4 Marketing Relationship 3) Brand Image
a. X3.1 Brand Identity b. X3.2 Brand Personality c. X3.3 Brand Association
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4. Dependent Variable 1) Buying Interest a. Transactional Interest b. Referential Interest c. Preferential Interest d. Exploratory Interest
In this research, to test the quality of the data obtained using the validity test and data reliability test. In the classical assumption test using normality test (using P-Plot theory), multicollinearity test, and heteroscedasticity test (using scatterplots theory). Hypothesis testing is done by means of multiple linear regression analysis, simultaneous significance test (F-Test), individual parameter significance test (t-test), and coefficient of determination test (R²-Test).
3. Result and Discussion 3.1 Result
1. Validity Test
This test was carried out using 100 samples of respondents and in the calculations showed that all questions from the three variables of Lifestyle (X1), Promotion (X2) and Brand Image (X3) were valid with Pearson correlation values above rtable 0.1966.
2. Reability Test
In this reliability test, each variable gets a Cronbach Alpha result of 0.649 on the Lifestyle variable, 0.667 on the Promotion variable, 0.681 on the Brand Image variable, and 0.685 on the Purchase Interest variable. So, all variables can be said to be reliable because all Cronbach Alpha numbers are above 0.6.
3. Normality Test
The result below are the test results of the P-Plot Normality Test:
Figure 2. Result of the P-Plot Normality Test
Based on the graph of the results of the P-Plot normality test, it proves that the data is spread on a diagonal line and follows a pattern, accordingly that the data is normally distributed, so the dependent variable of buying interest (Y) meets the normality test.
3.2. Multicollinearity Test
The result below are the test results of the multicollinearity test:
Table 1 Result of the Multicollinearity Test Cofficients
Model Collinearity Statistic
Tolerance VIF
(Constant)
Lifestyle (X1) 0.917 1.091
Promotion (X2) 0.938 1.066
Brand Image (X3) 0.946 1.057
a. Dependent Variable: Buying Interest
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Based on the results of the table in the picture above, it can be seen that the lifestyle variable has a tolerance value of 0.917 and a VIF value of 1.091, the promotion variable has a tolerance of 0.938 and a VIF value of 1.066, the brand image variable has a tolerance of 0.946 and a VIF value of 1.057. That way these variables can be used in this research because they have met the requirements for the tolerance value and the VIF value requirements.
So that regression model does not have multicollinearity symptoms.
3.3. Heteroscedasticity Test
The result below are the test results of the Heteroscedasticity Test:
Figure 3 Result of The Heteroscedasticity Test
Based on the graphic above, it can be seen that the dots are spread out and do not form any pattern. On the Y axis, points are above and below point 0, while on the X axis, points are to the right and left of point 0.
1. T Test
The result below are the test results of the T-Test (Partially):
Table 2 Result of The T Test Cofficients Unstandardized
Coefficients
Standardized Coefficients
Type t Sig
B Std Error Beta
1 (Constant) 2.979 1.907 1.562 0.121
Lifestyle (X1)
0.331 0.116 0.250 2.855 0.005
Promotion (X2)
0.206 0.088 0.204 2.352 0.021
Brand Image (X3)
0.363 0.085 0.368 4.257 0.000
a. Dependent Variable: Buying Interest
Based on the results of the table in the picture above, it can be seen the influence of the independent variable on the dependent variable partially as follows:
a. The results of the t-test on the Lifestyle variable (X1) show the t-count value of 2.855, which is greater than the T-table value (2.855>0.1984) and the significance value of the lifestyle variable (X1) has a value of 0.005, which is smaller than 0.05 (0.005<0.05). So, it can be concluded that the lifestyle variable (X1) partially has a significant effect on the buying interest variable (Y).
b. The results of the t-test on the Promotion variable (X2) show the t-count value of 2.352, which is greater than the T-table value (2.352>0.1984) and the significance value of the Promotion variable (X2) has a value of 0.021, which is smaller than 0.05 (0.021<0.05). So, it can be concluded that the Promotion variable (X2) partially has a significant effect on the buying interest variable (Y).
c. The results of the t-test on the Brand Image variable (X3) show the t-count value of 4.257, which is greater than the T-table value (4.257>0.1984) and the significance value of the Brand Image variable (X3) has a
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value of 0.000, which is smaller than 0.05 (0.000<0.05). So, it can be concluded that the Brand Image variable (X3) partially has a significant effect on the buying interest variable (Y).
2. F Test
After doing the F test on SPSS, it is known that the calculated F value is 15.268 which means it is greater than the f table value of 2.70. And the result of the significance is 0.000 which means it is smaller than 0.05, it can be concluded that the variables of Lifestyle, Promotion, and Brand Image simultaneously affect the Purchase Decision Variable.
3.4. Multiple Linear Regression
After doing the Multiple Linear Regression Test, the following equation is obtained:
Y = 2.979 + 0.331X1 + 0.206X2 + 0.363X3 + e …(1)
From the multiple linear regression equation above, it can be described that:
a. The regression coefficient value of the lifestyle variable (X1) on buying interest (Y) is 0.331. If the lifestyle variable is increased by 1 unit, it will make buying interest increase by 33,1%.
b. The regression coefficient value of the promotion variable (X2) on buying interest (Y) is 0.206. If the promotion variable is increased by 1 unit, it will make buying interest increase by 20,6%.
c. The regression coefficient value of the Brand Image variable (X3) on buying interest (Y) is 0.363. If the Brand Image variable is increased by 1 unit, it will make buying interest increase by 36,3%.
Based on the results of the decision above, it is known that the most dominant variable among the independent variables on the dependent variable in this study is the Brand Image variable (X3) with a regression coefficient value of 0.363. While the variable that is not dominant in this study is the Promotion variable (X2) with a regression coefficient of 0.206.
3.5. Coefficient of Determination Test (R²-Test)
Based on the test results using the SPSS analysis tool, it can be seen that the adjusted R square value in this study is 0.302 or can be said to be 30.2%. It means that all independent variables (Lifestyle, Promotion, and Brand Image) could explain as much as 30,2% of buying interest variable(Y). And the remaining 69.8% could explain by other variables not explored in this study.
3.6 Discussion
1. The Influence of lifestyle on the buying interest of Franchise Chiclin product in the city of Surabaya.
The result found that lifestyle had a significant influence on the buying interest of Franchise Chiclin product in the city of Surabaya. The result of this study are consistent with research conduct by (Iqbal Tawakal &
Stefanus Kaihatu, n.d.), which found that lifestyle had a signification impact on buying interest.
2. The Influence of promotion on the buying interest of Franchise Chiclin product in the city of Surabaya.
The result found that promotion had a significant influence on the buying interest of Franchise Chiclin product in the city of Surabaya. The result of this study are consistent with research conduct by (Latief, 2018), which found that promotion had a significant impact on buying interest.
3. The Influence of brand image on the buying interest of Franchise Chiclin product in the city of Surabaya.
The result found that brand image had a significant influence on the buying interest of Franchise Chiclin product in the city of Surabaya. The result of this study are consistent with research conduct by (Rusmiati et al., 2020), which found that brand image had a significant impact on buying interest.
4. Conclusion and Suggestion
4.1. ConclusionFrom the result of the above discussion, can be concluded that
1. Lifestyle partially has a significant influence on buying interest. It means H1 is accepted.
2. Promotion partially has a significant influence on buying interest. It means H2 is accepted 3. Brand Image partially has a significant influence on buying interest. It means H3 is accepted.
4. Lifestyle, Promotion, and Brand Image simultaneously have a significant influence on buying interest of Franchise Chiclin product in the city of Surabaya. It means H4 is accepted.
5. In this study, the most dominant variable among the independent variables on dependent variable is Brand Image (X3)
6. Based on the coefficient of determination test, can be seen that the all-independent variables (Lifestyle, Promotion, and Brand Image) could explain as much as 30,2% of buying interest variable(Y). And the remaining 69.8% could explain by other variables not explored in this study.
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1. For the company
It is hoped that the company will intensify promotional activities, because the information received by consumers can increase sales.
2. For the academy
It is hoped that it can be used as a reference and documentation as a reference for research, furthermore in conducting research related to buying interest.
3. For the next researcher
It is hoped that the results of the research above can be used as a comparison with the research to be carried out, can also be used as a reference for research that will be developed again in the next research.
References
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Iqbal Tawakal, M., & Stefanus Kaihatu, T. (n.d.). Impact Of Lifestyle and Price on Diecast Buying Interest in Atlezza-Auto. Ciputra Uniersity.
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Biography
Haryo Rachmaditya Wicaksono, born in Blitar, East Java, is currently pursuing a bachelor's degree in management economics at Narotama University, Surabaya.
R. Agus Baktiono, born in Pasuruan, studied Bachelor of Economics at Narotama University graduating in 1986, further study in Master of Management Program graduated in 2002 at Narotama University Surabaya. His career in the field of education began in 1985 as a lecturer assistant, and at this time has achieved the academic position of Head Lector, certified lecturer and assessor of LKD serdos, as well as internal auditor for Higher Education Quality Assurance. In addition, since 1989 he has been active in various professional organizations, including ISEI, REI, as a management expert at various Consultants. Structural positions he has held in the field of education, among others, as Head of the Department.
Muchamad Arif, is a lecturer at Narotama University, Surabaya, Indonesia. He is also as Head of Narotama Language Center at Narotama University, Surabaya, Indonesia. He got master degree in English Education from Unika Widya Mandala, Surabaya, Indonesia.
