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Abstract

This study explicitly aims to determaine the influence os taset, texture, and visual aspects on consumer Willingness to Buy (WTB) the Ayam Geprek Rempah product. Using a quantitative approach, the research involved 25 respondents who met the criteria, namely having a habit of purchasing food priced between IDR 25,000 and IDR 35,000, ordering food online at least twice a week, having a preference for ayam geprek, and havingtried the Ayam Geprek Rempah product. The data used was secondary data, and the analysis was conducted using the non-parametric statistical test, the Wilcoxon Signed-Ranks Test. The results showed that the taste variable had a Z value of −2.043 with a p-value of 0.041, the texture variable had a Z value of −2.474 with a p-value of 0.013, and the visual variable had a Z value of −2.471 with a p-value of 0.013. These findings indicate that the taste, texture, and visual appeal of Ayam Geprek Rempah significantly influence Willingness to Buy.

Bahasa Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh rasa, tekstur, dan visual terhadap Willingness to Buy (WTB) dalam pengembangan produk Ayam Geprek Rempah. Menggunakan pendekatan kuantitatif, penelitian ini melibatkan 25 responden yang memenuhi kriteria, yakni kebiasaan membeli makanan seharga Rp25.000–Rp35.000, memesan makanan secara online minimal dua kali seminggu, memiliki preferensi suka terhadap ayam geprek, serta telah mencoba produk Ayam Geprek Rempah. Data yang digunakan merupakan data sekunder, dan analisis dilakukan menggunakan uji statistik non-parametrik Wilcoxon Signed-Ranks Test. Hasil penelitian menunjukkan bahwa variabel rasa memiliki nilai Z = −2,043 dengan p = 0,041, Sedangkan pada variabel tekstur, nilai Z = −2,474 dan p = 0,013, serta pada variabel visual, nilai Z = −2,471 dan p = 0,013. Temuan ini mengindikasikan bahwa rasa, tekstur, dan visual Ayam Geprek Rempah berpengaruh signifikan terhadap Willingness to Buy.

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