Pengaruh citra merek dan kualitas produk terhadap minat beli konsumen pada pelanggan Haban Coffee & Space Medan

Manurung, Angel Valentine (2022) Pengaruh citra merek dan kualitas produk terhadap minat beli konsumen pada pelanggan Haban Coffee & Space Medan. Other thesis, Universitas Pelita Harapan.

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Abstract

Haban coffee & space was initially established in 2021 and has grown to this day so that it is quite well known in Medan. In managing a coffee shop business, business shop owners must have a strategy to get consumers buying interest. There is a decrease in the amount of purchasing interest and consumer return visits to Haban coffee & space. The purpose of this study is to find out how Haban coffee & space designs a good brand image, how consumers respond to the quality of the products served by Haban coffee & space, how interested consumers are in buying interest at Haban coffee & space and how the overall effect on image brand and product quality on buying interest at Haban coffee & space. A good brand image becomes the lure of coffee shops that attracts customers. Use of quality materials becomes one of the consumer choices to select coffee shops and to purchase products in the coffee shops. In collecting this data, the researcher used quantitative research methods. The sampling technique used is accidental sampling technique with a Likert scale. The population is distributing questionnaires to 60 respondents who have consumed Haban Coffee & Space products. The data in this research were collected through quantitative research methods. The sampling technique used is accidental sampling technique with a likert scale. The population is distributing questionnaires to 60 respondents who have consumed Haban Coffee & Space Medan. The recommendation for Haban Coffee & Space Medan is to improve strategies in developing brand image so that they can survive and be able to compete with other coffee shops and can meet the company's vision & mission targets./ Haban coffee & space awal berdiri pada tahun 2021 dan semakin berkembang sampai saat ini sehingga cukup dikenal di Kota Medan. Dalam mengelola bisnis kedai kopi, pemilik kedai usaha harus memiliki strategi agar mendapatkan minat beli konsumen. Ditemukan adanya penurunan jumlah daya minat beli dan kunjungan kembali konsumen ke Haban coffee & space. Penelitian ini bertujuan untuk mengetahui bagaimana Haban coffee & space merancang citra merek yang baik, bagaimana tanggapan konsumen terhadap kualitas produk yang disajikan Haban coffee & space, seberapa tertarik konsumen untuk melakukan minat beli di Haban coffee & space dan bagaimana pengaruh secara keseluruhan terhadap citra merek dan kualitas produk terhadap minat beli pada Haban coffee & space. Dalam pengumpulan data ini peneliti menggunakan metode penelitian kuantitatif. Teknik pengambilan sampel yang digunakan adalah teknik sampling accidental dengan skala likert. Populasi penyebaran kuesioner kepada 60 responden yang pernah mengkonsumsi produk Haban Coffee & Space. Berdasarkan hasil uji hipotesis, citra merek tidak berpengaruh secara signifikan terhadap minat beli sedangkan kualitas produk berpengaruh secara signifikan terhadap minat beli. Selanjutnya, hasil dari faktor citra merek dan kualitas produk terhadap minat beli bahwa sebesar 50,5% dan sisanya 49,5% dipengaruhi oleh faktor lain diluar penelitian ini. Rekomendasi bagi Haban Coffee & Space Medan adalah meningkatkan strategi dalam pengembangan citra merek agar tetap bertahan dan mampu bersaing dengan kedai kopi lainnya dan dapat memenuhi target visi & misi perusahaan.

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