The Influence of Balinese Cocktail and Liquor-Based Beverage International Innovation on Guest Buying Interest at 69 Bar & Resto Kuta Bali

Pengaruh Inovasi Internasional Cocktail serta Minuman Berbasis Arak Bali terhadap Minat Beli Tamu di 69 Bar & Resto Kuta Bali

Authors

  • Gede Rico Hardiana Widnyana Triatma Mulya University
  • Wisnawa, IMB Triatma Mulya University
  • Anggreni, N.P.Y Triatma Mulya University

Keywords:

International Cocktail Innovation, Balinese Arak-Based Beverages, Purchase Intention, Mixology, Balinese arak-based beverages

Abstract

The intense competition in the food and beverage industry in Kuta, Bali, requires continuous product innovation to sustain consumer purchase intention. This study aims to analyze the effect of International Cocktail Innovation (X₁) and Balinese Arak-Based Beverages (X₂) on Guest Purchase Intention (Y) at 69 Bar & Resto Kuta Bali. A quantitative associative approach was employed, involving 80 respondents selected through purposive sampling from a population of 87,087 guests over the period of January 2025–January 2026. Data were collected using a Likert-scale questionnaire and analyzed with multiple linear regression via SPSS 26. The results revealed that both international cocktail innovation (t = 3.944, p < 0.05) and Balinese arak-based beverages (t = 3.396, p < 0.05) have a positive and significant partial effect on purchase intention. Simultaneously, the two variables significantly influence purchase intention (F = 48.997, p < 0.05). The coefficient of determination (R²) of 0.560 indicates that 56% of purchase intention variance is explained by these two variables, with international cocktail innovation being the dominant factor. These findings suggest that combining modern mixology techniques with local wisdom in the form of Balinese arak can effectively enhance consumer appeal and experience. The study recommends strengthening bartender storytelling skills and promoting experience-based marketing to further increase competitiveness.

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Published

2026-04-30

How to Cite

Widnyana, G. R. H., Wisnawa, I. M. B., & Anggreni, N. P. Y. (2026). The Influence of Balinese Cocktail and Liquor-Based Beverage International Innovation on Guest Buying Interest at 69 Bar & Resto Kuta Bali: Pengaruh Inovasi Internasional Cocktail serta Minuman Berbasis Arak Bali terhadap Minat Beli Tamu di 69 Bar & Resto Kuta Bali. JAKADARA: JURNAL EKONOMIKA, BISNIS, DAN HUMANIORA, 5(1), 127–134. Retrieved from https://jurnal.undhirabali.ac.id/index.php/jakadara/article/view/5485

Issue

Vol. 5 No. 1 (2026): JAKADARA: JURNAL EKONOMIKA, BISNIS, DAN HUMANIORA

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Articles

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.


This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.