Analisis factor - factor yang memengaruhi keputusan pembelian konsumen generasi Z pada restoran di wilayah Kelapa Gading

Suherman, Christel Natalia and Novania, Regine (2021) Analisis factor - factor yang memengaruhi keputusan pembelian konsumen generasi Z pada restoran di wilayah Kelapa Gading. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Semakin meningkatnya jumlah usaha makanan dan minuman serta berkembangnya teknologi, membuat makan dan minum di luar rumah menjadi sebuah gaya hidup yang baru. Generasi Z dikenal dengan generasi yang menyukai kepraktisan, contohnya mereka lebih memilih untuk membeli makanan dari restoran dari pada menyiapkan dan memasak makanan di rumah. Oleh karena itu, penelitian ini akan menganalisis faktor-faktor yang memengaruhi keputusan pembelian konsumen generasi Z pada restoran di wilayah Kelapa Gading. Data yang digunakan merupakan hasil survey dari kuisioner yang dibuat dengan skala likert. Penelitian ini merupakan penelitian kuantitatif dan digunakan statistic inferensial untuk menganalisis hubungan variabel-variabel yang digunakan dengan keputusan pembelian konsumen generasi Z. Dari enam faktor yang diteliti terdapat hasil yang didapatkan yaitu, ada tiga faktor yang memiliki pengaruh yang signifikan terhadap keputusan pembelian generasi Z di restoran wilayah Kelapa Gading, sedangkan tiga faktor lainnya tidak memiliki pengaruh banyak. / The increasing number of food and beverage industry and the development of technology made eating and drinking outside becomes a new lifestyle. Generation Z is known as the generation that likes practicality, for example, they prefer to buy food from restaurants rather than preparing and cooking food at home. Therefore, this study will analyze the factors that influence the purchase decisions of generation Z consumers at restaurants in Kelapa Gading area. The data used are the results of a survey from a questionnaire made with a Likert scale. This research is a quantitative study and uses inferential statistics to analyze the relationship between the variables used and the Z generation consumer purchasing decisions. Of the six factors studied, there are three factors that have a significant influence on the purchase decisions of Generation Z at Kelapa Gading area restaurant, while the other three factors do not have much influence.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Suherman, Christel NataliaNIM01541170104Christelnatalia21@gmail.com
Novania, RegineNIM01541170089rgnnvn8@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSitumorang, Jimmy M.HNIDN0328117605Jimmy.mhs@uph.edu
Uncontrolled Keywords: Customer Service ; Food Variety ; Maintenance of Privacy ; Brand Name, Ready Made Food ; Generasi Z ; Keputusan Pembelian ; Restoran
Subjects: T Technology > TX Home economics > TX 901-953 Hospitality Industry
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management
Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Hotel Management
Depositing User: Christel Natalia Suherman
Date Deposited: 24 Feb 2021 13:40
Last Modified: 24 Feb 2021 13:40
URI: http://repository.uph.edu/id/eprint/22974

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