Dukungan lokasi dalam peningkatan minat berperilaku konsumen

  • Doni Purnama Alamsyah
  • Dewinda Sari Setyaningrum Universitas BSI


This study aims to investigate the effects of consumers’ internalized perception on their behavioral intention and customers’ locations. This research analyzes the survey data of 100 restaurant customers in Bandung City using the simple regression techniques. The findings indicate that consumers’ higher internalized perception increases their behavioral intention. Further, consumers who reside in the downtown of Bandung City (urban consumers) exhibit a greater relationship between the internalized perception and the behavioral intention. Overall, this study suggests that restaurant owners emphasize their customers’ intention based on their residential location in their marketing strategies.


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How to Cite
Alamsyah, D. P., & Setyaningrum, D. S. (2018). Dukungan lokasi dalam peningkatan minat berperilaku konsumen. Jurnal Ekonomi Dan Bisnis, 21(1), 59-74. https://doi.org/https://doi.org/10.24914/jeb.v21i1.1169