Proceedings of the 1st International Conference on Applied Social Sciences, Business, and Humanity, ICo-ASCNITY, 2 November 2019, Padang, West Sumatra, Indonesia

Research Article

Perception of Recommendation Label on Consumer Purchasing Decisions at Padang Restaurant

Download58 downloads
  • @INPROCEEDINGS{10.4108/eai.1-11-2019.2294006,
        author={Afifah  Afifah and Tuti  Azra and Alhapen  R.C and Emrizal  Emrizal and Anggun Dwi Utami},
        title={Perception of Recommendation Label on Consumer Purchasing Decisions at Padang Restaurant },
        proceedings={Proceedings of the 1st International Conference on Applied Social Sciences, Business, and Humanity, ICo-ASCNITY, 2 November 2019, Padang, West Sumatra, Indonesia},
        publisher={EAI},
        proceedings_a={ICO-ASCNITY},
        year={2020},
        month={4},
        keywords={recommendation label purchase decision padang restaurant},
        doi={10.4108/eai.1-11-2019.2294006}
    }
    
  • Afifah Afifah
    Tuti Azra
    Alhapen R.C
    Emrizal Emrizal
    Anggun Dwi Utami
    Year: 2020
    Perception of Recommendation Label on Consumer Purchasing Decisions at Padang Restaurant
    ICO-ASCNITY
    EAI
    DOI: 10.4108/eai.1-11-2019.2294006
Afifah Afifah1,*, Tuti Azra1, Alhapen R.C1, Emrizal Emrizal1, Anggun Dwi Utami1
  • 1: Politeknik Negeri Padang, Kampus Limau Manis Padang
*Contact email: afifah@pnp.ac.id

Abstract

The Padang government has made a policy in the form of providing Recommendation Labels to Padang restaurants that have met the required criteria. This labeling aims to provide comfort and security to consumers who use services at Padang Restaurant. The research carried out in this paper aims to determine consumer perceptions of the Recommendation Label and the influence of the Recommendation Label perception on consumer purchasing decisions at Padang Restaurant. A total of 100 respondents who were taken by incidental sampling were included in this study. Data obtained from respondents were analyzed using the simple linear regression method. As a result, consumers positively perceive the Recommendation Label but do not make the main basis in making purchasing decisions. Perceived Label Recommendation has a positive and significant effect of 66.4 percent on consumer purchasing decisions at Padang Restaurant