The influence of brand image and interior display towards customers' purchasing decision on Brastagi Supermarket Gatsu during the pandemic of COVID-19

Melvina, Edlyn (2021) The influence of brand image and interior display towards customers' purchasing decision on Brastagi Supermarket Gatsu during the pandemic of COVID-19. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

COVID-19 is a virus that found and identified in 2019 as a fast-spreading type of virus. The virus develops rapidly and turn the situation into pandemic around the world. Indonesia is one of the countries that struggle from the pandemic. Customers’ purchasing decision in Brastagi Supermarket Gatsu seems to be decreasing since the pandemic happen. This research aim to analyse the influence of brand image and interior display towards customers’ purchasing decision on Brastagi Supermarket Gatsu during the pandemic of COVID-19. Population of this research is the customers of Brastagi Supermarket Gatsu with the total of 97 respondents. This research use descriptive analysis method, multiple linear regression analysis and snowball sampling method with the instrument of 5-likert scale questionnaire. Result of this research shows that brand image and interior display have positive, simultaneous, and significant influence to customers’ purchasing decision on Brastagi Supermarket Gatsu, in which interior display has stronger relative to customers’ purchasing decision than brand image./COVID-19 adalah virus yang ditemukan dan diidentifikasi pada tahun 2019 sebagai tipe virus yang cepat menyebar. Virus ini berkembang pesat dan mengubah kondisi di dunia menjadi pandemic. Indonesia adalah salah satu negara yang sedang berjuang melawan pandemic. Keputusan pembelian pelanggan di Brastagi Supermarket Gatsu tampak menurun sejak terjadinya masa pandemi. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek dan interior display terhadap keputusan pembelian pelanggan di Brastagi Supermarket Gatsu selama masa pandemi COVID-19. Populasi dalam penelitian ini adalah pelanggan Brastagi Supermarket Gatsu dengan jumlah responden sebanyak 97. Penelitian ini menggunakan metode analisis deskriptif, analisis regresi linear berganda dan metode snowball sampling dengan kuesioner 5 skala sebagai instrumen. Hasil penelitian ini menunjukkan bahwa citra merek dan interior display memiliki pengaruh positif, simultan, dan signifikan terhadap keputusan pembelian pelanggan di Brastagi Supermarket Gatsu, dimana interior display memiliki pengaruh yang relatif lebih kuat terhadap keputusan pembelian pelanggan dibandingkan citra merek.

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