The effect of price and promotion toward customer purchase decision at Onma Tabo Restaurant

Wijaya, Tio Fanny (2022) The effect of price and promotion toward customer purchase decision at Onma Tabo Restaurant. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Onma Tabo Restaurant is known that there has been a decline in the number of customers that visits and purchase the foods. The decline in the decision to choose this restaurant was also assessed because of the comparison of prices which were considered more expensive than other restaurants so some consumers might think again before actually making their choice. In addition, the influence of promotions also makes purchasing decisions decrease because Onma Tabo restaurants rarely carry out various promotional activities. Price is an exchange rate issued by buyers to obtain goods or services that have use value and their services. Promotion is a means used by companies to inform, persuade, and remind consumers directly or indirectly about the products and brands that the brand sells. Purchasing decisions are problem-solving activities carried out by individuals in selecting appropriate behavioral alternatives from two or more. The distribution of the questionnaires has passed the validity and reliability tests. The tested data also passed the normality test. The results of the study indicate that partially or simultaneously there is a positive and significant influence of price and promotion on purchase decision at Onma Tabo Restaurant. It can be suggested that Onma Tabo set a price that is in accordance with the products it offers in order to compete in the market and attract consumers' willingness to continue to make purchases. In addition, promotional activities also need to be carried out regularly so that Onma Tabo can easily improve consumer purchasing decisions on their products./ Restoran Onma Tabo diketahui mengalami penurunan jumlah pelanggan yang berkunjung dan membeli makanan tersebut. Penurunan keputusan memilih restoran ini juga dinilai karena perbandingan harga yang dinilai lebih mahal dibandingkan restoran lain sehingga sebagian konsumen mungkin berpikir ulang sebelum benar-benar menentukan pilihannya. Selain itu, pengaruh promosi juga membuat keputusan pembelian menurun karena restoran Onma Tabo hampir tidak pernah melakukan berbagai kegiatan promosi. Harga adalah suatu nilai tukar yang dikeluarkan oleh pembeli untuk memperoleh barang atau jasa yang mempunyai nilai guna dan jasanya. Promosi merupakan sarana yang digunakan oleh perusahaan dalam upaya menginformasikan, membujuk, dan mengingatkan konsumen secara langsung maupun tidak langsung tentang produk dan merek yang dijual oleh merek tersebut. Keputusan pembelian adalah kegiatan pemecahan masalah yang dilakukan oleh individu dalam memilih alternatif perilaku yang tepat dari dua atau lebih. Penyebaran kuesioner telah melalui uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas. Hasil penelitian menunjukkan bahwa secara parsial atau simultan terdapat pengaruh yang positif dan signifikan antara harga dan promosi terhadap keputusan pembelian pada Restoran Onma Tabo. Dapat disarankan agar Onma Tabo menetapkan harga yang sesuai dengan produk yang ditawarkannya agar dapat bersaing di pasar dan menarik kesediaan konsumen untuk terus melakukan pembelian. Selain itu, kegiatan promosi juga perlu dilakukan secara berkala agar Onma Tabo dapat dengan mudah meningkatkan keputusan pembelian konsumen atas produknya.

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