The influence of price and promotion towards purchase decision at Kalimantan Mas Restaurant

Leowardy, Kevin (2021) The influence of price and promotion towards purchase decision at Kalimantan Mas Restaurant. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Food has always been the primary needs in humans’ lives, in terms of nutrition and health. As time goes by, not only do people eat for the purpose of fulfilling their nutrition to keep going, but for the craving and satisfactory of consuming food as well. Therefore, more and more people are establishing cafés or restaurants leading to the thriving business and tight competition in this sector. Thus, aspects like price, promotion, and purchase decision are several of the well-known variables circulating in the world of food and restaurants. The objective of this research is to investigate the influence of price and promotion towards purchase decision at Kalimantan Mas Restaurant, one of the leading restaurants in Medan. The research uses quantitative method and gathered primary data by conducting a survey towards 50 respondents which are customers of Kalimantan Mas Restaurant. 30 respondents are also tested beforehand for the pre-test to test the validity and reliability of the research instrument. The determination test result of this research is 71.7% which means that as much as 71.7% of purchase decision is influenced by price and promotion. While the remaining 28.3% may be affected by other factors such as product quality, brand equity, service quality, etc. The hypothesis is accepted in which price and promotion have positive influences towards purchase decision. It is recommended for Kalimantan Mas Restaurant to maintain product quality, participate in public events, and focus on other means of promotion./Makanan telah menjadi kebutuhan primer di dalam kehidupan manusia, baik demi memenuhi nutrisi tubuh maupun untuk kesehatan. Seiring berjalannya waktu, manusia tidak hanya mengonsumsi makanan untuk memenuhi kebutuhan nutrisi demi bertahan hidup, tetapi juga untuk memenuhi nafsu makan dan kepuasan mengonsumsi makanan itu sendiri. Ini menyebabkan semakin banyak berdirinya kafe dan restoran yang menyebabkan berkembang pesat dan ketatnya persaingan di sektor ini. Oleh karena itu, aspek seperti harga, promosi, dan keputusan pembelian adalah beberapa variabel yang paling umum diketahui bersirkulasi di dunia makanan dan restoran. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh harga dan promosi terhadap keputusan pembelian di Restoran Kalimantan Mas, salah satu restoran terkemuka di Medan. Penelitian ini menggunakan metode kuantitatif dan mengumpulkan data primer melalui pelaksanaan survei terhadap 50 responden yang merupakan pelanggan Restoran Kalimantan Mas. Sebanyak 30 responden juga diuji terlebih dahulu untuk pre-test dengan tujuan menguji validitas dan reliabilitas instrumen penelitian. Hasil uji determinasi penelitian in adalah 71,7% yang artinya adalah bahwa 71.7% dari keputusan pembelian dipengaruhi oleh harga dan promosi. Sedangkan 28.3% sisanya dipengaruhi oleh faktor lain seperti kualitas produk, ekuitas merek, kualitas pelayanan, dll. Hipotesis pada penelitian ini juga diterima yang mana harga dan promosi berpengaruh positif terhadap keputusan pembelian. Restoran Kalimantan Mas direkomendasikan untuk mempertahankan kualitas produk, berpartisipasi di acara-acara publik, dan fokus pada promosi melalui cara lainnya.

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