Pengaruh faktor produk, harga, promosi, dan mitra kerja terhadap keputusan pembelian di cloud kitchen = Influence of product, price, promotion, and partner factor on purchase decision in cloud kitchen

Dharmayanti, Yolanda Clanissa (2021) Pengaruh faktor produk, harga, promosi, dan mitra kerja terhadap keputusan pembelian di cloud kitchen = Influence of product, price, promotion, and partner factor on purchase decision in cloud kitchen. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Selama masa pandemi Covid-19 berlangsung, banyak sektor bisnis yang terkena dampaknya. Salah satu sektor yang paling terdampak adalah bisnis kafe dan restoran. Setelah pemerintah menetapkan PSBB (Pembatasan Sosial Berskala Besar), wirausahawan mulai memikirkan cara untuk menjual makanan dan minuman dengan pengantaran secara daring. Maka dari itu, cloud kitchen adalah solusi untuk bisnis ini. Cloud kitchen adalah sebuah restoran yang tidak melayani makan di tempat, melainkan hanya melalui aplikasi daring. Banyak generasi milenial membuka bisnis cloud kitchen ini. Penelitian ini menggunakan metode kuesioner untuk mengumpulkan data dari generasi milenial atau generasi Y di sekitar JaBoDeTaBek dan memproses data tersebut dengan aplikasi SPSS dengan uji validitas dan reliabilitas, uji normalitas, uji regresi linear, uji koefisien determinan, uji T, dan uji F. Dengan adanya penelitian ini, generasi milenial yang baru akan membuka bisnis cloud kitchen akan mengetahui apa pengaruh dari faktor produk, harga, promosi, dan mitra kerja terhadap keputusan pembelian di cloud kitchen. / During this Covid-19 pandemic, so many business sectors were affected. One of the most affected sectors is cafe and restaurant business. After the government set the local lockdown, people thought of other ways of how to sell the food and beverage with online delivery. Therefore, cloud kitchens are the solution to this business. Cloud kitchen is a restaurant that doesn’t serve dine-in, but only serves through online application. Many millennials opening this cloud kitchen business. This article is using a questionnaire method to gather the data from millennials or generation Y around JaBoDeTaBek (Jakarta, Bogor, Depok, Tangerang, Bekasi) in Indonesia and process the data using SPSS with validity and reliability test, normality test, linear regression test, determinant coefficient test, T test, and F test. With this article, millennials who are going to open new cloud kitchen business would know what is the influence of product, price, promotion, and partners factor on purchase decision in cloud kitchen.

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