Analisis Minat Beli Konsumen Terhadap Presentasi Kue Modern di Sentra Kue Subuh Senen Jakarta Pusat

Abstract

This study aims to analyze the effect of cake presentation on consumer purchase intention at Sentra Kue Subuh Senen, Central Jakarta. This research used a quantitative method with descriptive and associative approaches. The sample consisted of 100 respondents from Generation Z consumers. Data were collected using a Likert-scale questionnaire and analyzed through validity test, reliability test, Pearson correlation, coefficient of determination, and simple linear regression analysis. The results show that cake presentation is categorized as very good with a mean score of 4.24, while consumer purchase intention is categorized as very high with a mean score of 4.25. The Pearson correlation test indicates a positive and significant relationship between cake presentation and purchase intention with a correlation value of 0.720, categorized as strong. The coefficient of determination shows that 51.8% of purchase intention is influenced by cake presentation, while 48.2% is influenced by other factors. The regression analysis results show a significant positive effect with the equation Y = 21.986 + 0.549X. In conclusion, cake presentation significantly influences consumer purchase intention. The study suggests that sellers should improve packaging design, product display, and digital marketing strategies to enhance consumer attractiveness.

Keywords: cake presentation, purchase intention, consumers, generation z, marketing