The influence of brand image and product attributes towards customer purchase decision at Song Fa Medan

Callista, Callista (2021) The influence of brand image and product attributes towards customer purchase decision at Song Fa Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In today’s business world, globalization is demolishing many borders and making it possible for business to grow more than ever. With broader available access to the market, competitions have been tight and thus driven companies to innovate and optimize their marketing tools to the maximum. It requires business to understand their competitive advantage which is held unique to each, and develop tools would benefit their growth and profitability. Marketing tools are used by companies in order to develop and promote their product or service by deploying techniques, strategies and materials to support customer purchase decision. Data collection of this research is done using primary data and secondary data by spreading out questionnaires for customers who have ever dined-in at Song Fa Medan for the last two years. The data measurement is done on 30 samples to be tested for the validity and reliability. It is then followed by the analysis on SPSS 25 of the 60 respondents received. The purpose of this research is to find out whether there are significant influences of brand image, product attributes and both of them simultaneously towards customer purchase decision at Song Fa Medan. The results of the analysis show that Brand Image and Product Attributes variables partially and simultaneously have significant influence on Customer Purchase Decision. The R Square value is 0.749, meaning that 74.9% of the Customer Purchase Decision can be explained by both independents variables and the remaining 25.1% are explained by variables outside the scope of this research./Dalam dunia bisnis saat ini, globalisasi meruntuhkan banyak perbatasan dan memungkinkan bisnis untuk berkembang lebih dari sebelumnya. Dengan akses yang lebih luas ke pasar, persaingan menjadi ketat dan dengan demikian mendorong perusahaan untuk berinovasi dan mengoptimalkan alat pemasaran mereka secara maksimal. Hal ini mengarahkan bisnis untuk memahami keunggulan kompetitif mereka yang dianggap unik untuk masing-masing, dan mengembangkan alat yang akan menguntungkan pertumbuhan dan profitabilitas mereka. Alat pemasaran digunakan oleh perusahaan untuk mengembangkan dan mempromosikan produk atau layanan mereka dengan menerapkan teknik, strategi, dan materi untuk mendukung keputusan pembelian pelanggan. Pengumpulan data dalam penelitian ini dilakukan dengan menggunakan data primer dan data sekunder dengan menyebarkan kuesioner kepada pelanggan yang pernah makan di Song Fa Medan selama dua tahun terakhir. Pengukuran data dilakukan terhadap 30 sampel untuk diuji validitas dan reliabilitasnya. Kemudian dilanjutkan dengan analisis pada SPSS 25 dari 60 responden yang diterima. Tujuan dari penelitian ini adalah untuk mengetahui apakah terdapat pengaruh yang signifikan citra merek, atribut produk dan keduanya secara simultan terhadap keputusan pembelian konsumen di Song Fa Medan. Hasil analisis menunjukkan bahwa citra merek dan atribut produk secara parsial dan simultan memiliki efek signifikan terhadap keputusan pembelian konsumen. Nilai dari R kuadrat adalah 0.749 yang berarti 74.9% dari keputusan pembelian konsumen dapat dijelaskan oleh kedua variabel independen, sedangkan 25.1% sisanya dijelaskan oleh variabel di luar cakupan penelitian yang dilaksanakan.

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