The effect of food quality and price perception towards customer repurchase intention at Sop Ikan Istimewa Khas Batam, Medan

Ghodang, Nathilda Hillarie (2022) The effect of food quality and price perception towards customer repurchase intention at Sop Ikan Istimewa Khas Batam, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In this era of globalization, Indonesia has shown a growth in the number of food and beverages businesses with foods ranging from traditional to modern cuisine. Hence, it increases the competition in reaching the needs and desires of customers with the products they offer, resulting in more choices for customers in choosing products that can be purchased and satisfy their needs, causing them to be more selective in making a purchase decision. Food quality and price perception are two of the important factors at the restaurant as when the price match the value given to customers, they will make repeat order and come back to the restaurant. Hence, the objective of this research is to study the effect of food quality and price perception towards customer repurchase intention at Sop Ikan Istimewa Khas Batam, Medan. The relationship between the three variables is examined using a quantitative approach with a sample size of 97 respondents who must be above the age of 18 and had purchased and consumed (dine-in or takeaway) Sop Ikan Istimewa Khas Batam, Medan food in the previous two years. Non-probability sampling with purposive sampling was used as the sampling method. Besides, this research also tested using classical assumption testing, multiple linear regression, and hypothesis testing. Furthermore, the research instrument test was utilized to test the questionnaire. The result of the research indicates that there is an effect of food quality and price perception towards customer repurchase intention at Sop Ikan Istimewa Khas Batam, Medan. / Di era globalisasi ini, Indonesia telah menunjukkan pertumbuhan jumlah bisnis makanan dan minuman dengan makanan yang dimulai dari masakan tradisional hingga masakan modern. Hal ini meningkatkan persaingan dalam meraih kebutuhan dan keinginan pelanggan dengan produk yang ditawarkan, sehingga semakin banyak pilihan bagi pelanggan dalam memilih produk yang dapat dibeli dan memuaskan kebutuhannya, menyebabkan mereka lebih selektif dalam mengambil keputusan pembelian. Kualitas makanan dan persepsi harga adalah dua faktor penting di restoran karena ketika harga sesuai dengan nilai yang diberikan kepada pelanggan, mereka akan melakukan pembelian kembali dan datang Kembali ke restoran. Oleh karena itu, tujuan dari penelitian ini adalah untuk mempelajari pengaruh kualitas makanan dan persepsi harga terhadap niat beli ulang pelanggan pada Sop Ikan Istimewa Khas Batam, Medan. Hubungan ketiga variable tersebut diteliti dengan menggunakan pendekatan kuantitatif dengan jumlah sampel 97 responden yang harus berusia diatas 18 tahun dan pernah membeli dan mengkonsumsi Sop Ikan Istimewa Khas Batam, Medan di dua tahun terakhir. Non-probability sampling dengan purposive sampling digunakan sebagai metode sampel. Selain itu, penelitian ini juga diuji dengan menggunakan uji asumsi klasik, regresi linear berganda, dan pengujian hipotesis. Kuisioner yang digunakan telah diuji dengan menggunakan tes instrument penelitian. Hasil penelitian menunjukkan bahwa ada pengaruh kualitas makanan dan persepsi harga terhadap niat beli ulang pelanggan pada Sop Ikan Istimewa Khas Batam, Medan.

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