The influence of food quality, price, and promotion toward customer purchase decision at Niu Nai Bread And Boba Medan

Franicenstein, Gracia (2022) The influence of food quality, price, and promotion toward customer purchase decision at Niu Nai Bread And Boba Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The food and beverage industry competition is growing, hence, it challenges outlets to offer better strategies in maintaining food quality, competitive price, and promotional activities. Based on the customer review, the writer has found out that food quality was often mentioned as an issue. The price was more expensive than other similar competitive market, also the number of promotion and social media followers are fewer as it affects their further purchase decision and may shift to other competitors, hence, would be further investigated in this study. The purpose of this research is to identify if food quality, price, and promotion will influence customer purchase decision at NiuNai Bread and Boba Medan. This research is a descriptive one with employment of quantitative research approach. The population is the customer who ever purchase at NiuNai Bread and Boba Medan, with 94 samples collected by using accidental sampling through questionnaire distribution. The analysis technique has been carried out by using multiple linear regressions, coefficient determination, and hypothesis testing. The result of the coefficient determination portray strength of 50.4% which indicates that food quality (X1), price (X2), and promotion (X3) in this research have a strong influence on the customer purchase decision (Y). These indicates that the better the food quality, followed with better pricing strategies, and more frequent promotions are carried out, then the customer purchase decision will also increase. Based on the analysis result, NiuNai Bread and Boba Medan may consider develop more menu such as plant-based products and add-on toppings to attract new or existing customers, also ensure cost are calculated and do research about competitor’s price, then support promo code at Grab/Gojek and give special discounts for students or employees who work nearby. / Persaingan industri makanan dan minuman yang semakin meningkat menantang outlet untuk menawarkan strategi dalam menjaga kualitas makanan, harga yang kompetitif, dan kegiatan promosi. Berdasarkan ulasan pelanggan, kualitas makanan sering disebut sebagai masalah. Harganya lebih mahal dibandingkan pesaing sejenis lainnya, dan jumlah promosi dan pengikut media sosial yang lebih sedikit dapat mempengaruhi keputusan pembelian mereka, oleh karena itu, akan diselidiki lebih lanjut dalam penelitian ini. Tujuan dari penelitian ini adalah untuk mengetahui apakah kualitas makanan, harga, dan promosi akan mempengaruhi keputusan pembelian konsumen pada NiuNai Bread dan Boba Medan. Penelitian ini merupakan penelitian deskriptif dengan pendekatan penelitian kuantitatif. Populasi di penelitian ini adalah pelanggan yang pernah melakukan pembelian di NiuNai Bread dan Boba Medan, dengan 94 sampel dikumpulkan dengan accidental sampling melalui penyebaran kuesioner. Teknik analisis dilakukan dengan menggunakan regresi linier berganda, koefisien determinasi, dan pengujian hipotesis. Hasil koefisien determinasi menggambarkan kekuatan sebesar 50,4% yang menunjukkan bahwa kualitas makanan (X1), harga (X2), dan promosi (X3) dalam penelitian ini memiliki pengaruh yang kuat terhadap keputusan pembelian pelanggan (Y). Hal ini menunjukkan bahwa semakin baik kualitas makanan, diikuti dengan strategi penetapan harga yang lebih baik, dan semakin sering dilakukan promosi, maka keputusan pembelian pelanggan juga akan meningkat. NiuNai Bread dan Boba Medan dapat mempertimbangkan untuk mengembangkan lebih banyak menu produk nabati dan topping tambahan, memastikan biaya dihitung dan melakukan penelitian tentang harga pesaing, kemudian mendukung kode promo di Grab/Gojek dan berikan diskon khusus untuk pelajar atau karyawan yang bekerja di sekitar.

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