The influence of product quality and promotion on customer purchase decision at Jumbo Seafood Restaurant, Medan

Pratiwi, Angele Aurolya (2021) The influence of product quality and promotion on customer purchase decision at Jumbo Seafood Restaurant, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

As the culinary business has been developing rapidly todays, many companies are facing tight competition between one another. Businesses are confirmed to carry out the best ways in providing and fulfilling customer’s demand. Product quality and promotion are involved as marketing strategies that can boost customer purchase decision. A good quality of product allows greater number of customers to stop by. If a product underperforms its function as what customer has expected, customer may shift to another brand. As well on promotion, company has to ensure their promotional strategies are knowledgeable and convincing enough about the product to cater customer in deciding purchases. This quantitative research utilizes SPSS V.25 software to analyze the gathered data. Due to the unknown number of populations, there are 81 sample gained from the non-probability with purposive sampling method to represent the numbers of customer of Jumbo Seafood Restaurant. Hypothesis test by utilizing the T test shows the alternate hypothesis is accepted which means product quality and promotion influence customer purchase decision partially. While the result of F test, it exhibits the independent variables influence customer purchase decision simultaneously. This research has also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test and multi linear regression analysis. The recommendation for the company is to double check to make sure the dishes served to customer are based on standard and join sponsorship for charity event to create favorable reputation. By then, it is able to boost customer purchase decision. / Seiring berkembang pesatnya bisnis kuliner pada saat ini, banyak perusahaan menghadapi persaingan yang ketat antara satu dengan yang lainnya. Para pembisnis dipastikan untuk menjalankan cara-cara dalam menyediakan permintaan pelanggan. bKualitas produk dan promosi ternasuk dalam strategi pemasaran dalam menyokong keputusan pembelian pelanggan. Produk yang mempunyai kualitas yang bagus membawa jumlah pelanggan yang lebih besar untuk singgah. Apabila suatu produk berkinerja buruk sebagaimana yang telah diharapkan oleh pelanggan, mereka bisa berpindah ke merek lain. Melalui promosi, perusahaan harus meyakinkan bahwa produk yang dipromosikan bermanfaat dan meyakinkan bagi pelanggan dalam melakukan keputusan pembelian. Penelitian kuantitatif ini menggunakan aplikasi IBM SPSS Statistics V.25 untuk menganalisa data. Terdapat 81 sample yang diperoleh melalui Teknik purposive sampling untuk mewakili jumlah pelanggan di Jumbo Seafood Restaurant. Uji hipotesis melalui uji T menunjukkan bahwa digunakan untuk menunjukkan hipotessis alternatif diterima yaitu kualitas produk dan promosi sebagian mempengaruhi keputusan pembelian pelanggan. Dari hasil penelitian uji F, variabel-variabel independen secara bersamaan berpengaruh terhadap variabel dependen. Penelitian ini telah melewati uji validitas, realibilitas, normalitas, multikolinearitas, heteroskedastisitas dan regresi linear berganda. Rekomendasi yang dapat diberikan kepada objek penelitian adalah dengan melalukan pemeriksaan ulang untuk memastikan hidangan yang disajikan kepada pelanggan adalah sesuai dengan standar, dan mengikuti sponsorship untuk kegiatan amal untuk meningkatkan reputasi. Dengan demikian mampu meningkatkan keputusan pembeli pelanggan.

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