Achmad Maulana, Doctor of Financial Management, Faculty of Economics, Sriwijaya University, Palembang

ORCID ID: 0000-0003-0485-5578
e-mail: maulana25@unsri.ac.id

Muchsin Saggaf Shihab, Doctor of Financial Management, Faculty of Economics, Sriwijaya University, Palembang

ORCID ID: 0000-0002-7491-2040
e-mail: muchsinsaggaffshihab@fe.unsri.ac.id

Rahmania Ananda Putri, postgraduate student of the Faculty of Economics, Sriwijaya University, Palembang

ORCID ID: 0000-0001-5204-9330
e-mail: kuinireseach@gmail.com

Analysis of the Influence of Factors on Consumer Choose a Dining Program

Abstract. Introduction. Individual activity that is directly involved in determining whether to purchase the seller’s product.

Purpose. This study aims to obtain empirical evidence by determining the direct effect of consumer perceptions and image bartenders on the decision to enroll in the Food & Beverage Service Study Program at Poltekpar Palembang and the indirect effect of consumer perceptions and image bartenders on the decision to enroll in the Dining Planning Study Program at Poltekpar Palembang via attitudes. This study utilized a sample of 145 prospective students who enrolled in the Palembang Poltekpar Dishes Study Program, who were chosen using a technique of purposive sampling. Consumer perceptions and Image Bartenders were found to have a significant positive effect based on descriptive statistical analysis methods and Structural Equation Modeling (SEM) analysis using the Analysis of Moment Structure (AMOS) program.

Results. Consumer Perception and Image Bartender have a direct positive effect on the Selection Decision . Perception has a negative impact on the selection process. Directly on attitudes and Image Bartenders have a direct positive effect on the attitudes. Attitudes have a direct negative effect on the Decision to Choose.. Consumer Perception Variables have a positive influence on the Decision to  through Attitude as an intervening variable, and the Image Bartender variable has a negative influence on the the decision through Attitude as an intervening variable

Conclusions. Direct and attitude have a direct negative impact on the Palembang Poltekpar Digest Studies Program Selection Decision for prospective students. And the Consumer Perception variable has a positive influence on the Decision to Choose a Cuisine Study Program for prospective students who enroll in the PalemPoltekpar Dishes Study Program bang, while the Image Bartender variable has a negative influence with the Attitude variable.

Keywords: choice decision; consumer perception; bartender image, and attitude; dining program.

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