The influence of product quality, brand image, and price toward customer purchase decision at Surya Bakery & Cake Shop Medan

Oktaviani, Angela (2022) The influence of product quality, brand image, and price toward customer purchase decision at Surya Bakery & Cake Shop Medan. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (52kB) | Preview
	Text (Abstract) Abstract.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (274kB)
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (909kB)
	Text (Chapter1) Chapter1.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (366kB)
	Text (Bibliography) Bibliography.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (13MB)

Abstract

The development of bakery business in Indonesia continues to experience growth, both for large and also small and medium businesses. But despite its popularity, competition in the bakery industry has been increasingly tight. Therefore, an owner should be creative in order to be able to compete with competitors. Surya Bakery & Cake Shop Medan as the research object is the business that was established in 1988 and it is focused on making various types of bread and cakes. There are four hypotheses developed in this research that is intended to analyze the influence of product quality, brand image, and price toward customer purchase decision at Surya Bakery & Cake Shop Medan. In this research, quantitative method is being applied. The data is collected by using primary data and secondary data. Primary data is collected through preliminary interview and distributing questionnaire, while secondary data is collected from company’s sources and internet. The total samples of 96 people are obtained by using non-probability sampling method with the purposive sampling technique. The obtained data is analyzed by using validity test, reliability test, descriptive statistical analysis, classical assumption test, multiple linear regression analysis, coefficient of determination test (R2), T-Test, and F-Test. The result shows that product quality has no significant influence toward customer purchase decision; brand image has significant influence toward customer purchase decision; price has significant influence toward customer purchase decision; and product quality, brand image, and price simultaneously have significant influence toward customer purchase decision./ Perkembangan bisnis roti di Indonesia terus mengalami kemajuan, baik untuk usaha skala besar maupun usaha kecil dan menengah. Namun terlepas dari popularitasnya, persaingan di industri roti semakin ketat. Oleh karena itu, pemilik usaha harus kreatif agar mampu bersaing dengan kompetitor. Surya Bakery & Cake Shop Medan sebagai objek penelitian adalah bisnis yang didirikan pada tahun 1988 dan berfokus pada membuat berbagai jenis roti dan kue. Ada empat hipotesis yang dikembangkan dalam penelitian ini dengan tujuan untuk menganalisis pengaruh kualitas produk, citra merek, dan harga terhadap keputusan pembelian pelanggan di Surya Bakery & Cake Shop Medan. Metode kuantitatif akan diterapkan dalam penelitian ini. Data dikumpulkan dengan menggunakan data primer dan sekunder. Data primer dikumpulkan melalui wawancara awal dan penyebaran kuesioner, sementara data sekunder dikumpulkan dari sumber perusahaan dan internet. Total sampel sebanyak 96 orang diperoleh dengan menggunakan metode non-probability sampling dengan teknik purposive sampling. Data yang diperoleh dianalisis dengan menggunakan uji validitas, uji reliabilitas, analisis statistik deskriptif, uji asumsi klasik, analisis regresi linier berganda, uji koefisien determinasi (R2), Uji-T, dan Uji-F. Hasil penelitian menunjukkan bahwa kualitas produk tidak memiliki pengaruh signifikan terhadap keputusan pembelian pelanggan; citra merek secara signifikan mempengaruhi keputusan pembelian pelanggan; harga secara signifikan mempengaruhi keputusan pembelian pelanggan; dan kualitas produk, citra merek, dan harga secara bersamaan memiliki pengaruh signifikan terhadap keputusan pembelian pelanggan.

Actions (login required)

View Item