Pengaruh kesadaran merek, harga dan promosi terhadap keputusan pembelian di Ruang Sarca Medan

Maria, Danti (2022) Pengaruh kesadaran merek, harga dan promosi terhadap keputusan pembelian di Ruang Sarca Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The current trend of business developments in Indonesia, namely coffee shops, as well as the lifestyle patterns of coffee connoisseurs,underlie researchers to conduct research that aims to examine brandawareness, price and promotion of product purchasing decisions at Ruang Sarca Medan. Data collection in this study was carried out by descriptive analysismethod, namely quantitative. Researchers use convenience sampling technique by asking customers who are in the Sarca Room as respondents. The data collection method used is a questionnaire with SPSS Statistics 25 application tools. The questionnaire in this study was distributed to the sample starting from April 1-28 2022, based on predetermined criteria, a sample of 80 respondents was obtained. The results of this study based on the hypothesis test is that brand awareness, price and promotion have a positive and significant effect on purchasing decisions, obtaining a value of 51.3% and the remaining 48.7% influenced by other factors outside of this study. There are several recommendations for Ruang Sarca Medan, namely inviting Medan influencers to introduce the brand, lowering prices from the market and using the direct message feature on Instagram as a promotional tool to improve purchasing decisions. / Perkembangan bisnis yang trend di Indonesia saat ini yaitu coffee shop, serta pola gaya hidup masyarakat penikmat kopi yang mendasari peneliti untuk melakukan penelitian yang bertujuan untuk menguji kesadaran merek, harga dan promosi terhadap keputusan pembelian pada produk di Ruang Sarca Medan. Pengumpulan data pada penelitian ini dilakukan dengan metode analisis deskriptif yaitu kuantitatif. Peneliti menggunakan teknik convenience sampling dengan meminta pelanggan yang berada di Ruang Sarca sebagai responden. Metode pengumpulan data yang digunakan adalah kuesioner dengan alat bantu aplikasi SPSS Statistik 25. Kuesioner pada penelitian ini disebarkan kepada sampel mulai tanggal 1-28 April 2022, dan berdasarkan kriteria yang telah ditentukan maka diperoleh sampel sebanyak 80 responden. Hasil dari penelitian ini berdasarkan uji hipotesis adalah kesadaran merek, harga dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian memperoleh nilai sebesar 51,3% dan sisanya 48,7% dipengaruhi oleh faktor lain di luar penelitian ini. Terdapat beberapa rekomendasi untuk Ruang Sarca Medan adalah mengundang influencer Medan untuk memperkenalkan merek, menurunkan harga dari pasaran serta menggunakan fitur direct message diInstagram sebagai sarana promosi agar meningkatkan keputusan pembelian.

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