Pengaruh e-wom dan brand awareness terhadap purchase intention di restoran nippon-kan jakarta pusat

Rahardjo, Chika Yacinta and Paserela, Natalia (2023) Pengaruh e-wom dan brand awareness terhadap purchase intention di restoran nippon-kan jakarta pusat. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Restoran merupakan tempat yang mengelola makanan dan minuman secara komersial dengan pelayanan yang mengutamakan kenyamanan dan kepuasaan tamu. Restoran Jepang adalah salah satu restoran yang paling diminati oleh masyarakat Indonesia terutama daerah Jabodetabek. Salah satu restoran Jepang bernama Nippon-Kan merupakan restoran Jepang yang menjaga nilai autentik dari kualitas makanan dan pelayanannya sejak pertama dibangun pada 1976. Namun setelah hampir lima dekade berdiri, restoran ini menghadapi tantangan dalam memanfaatkan E-WOM sebagai sarana untuk meningkatkan Niat Beli pelanggan dan mengembangkan Kesadaran Merek calon pelanggan restoran. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh E-WOM dan Kesadaran Merek terhadap Niat Beli calon pelanggan restoran Nippon-kan. Metode yang digunakan dalam penelitian ini adalah metode Kuantitatif dengan mengambil hipotesis searah atau one-tailed. Data sampel yang didapatkan dalam penelitian ini diuji dengan Uji Validitas, Uji Reliabilitas dan Uji Hipotesis. Hasil data yang diperoleh kemudian dipresentasikan dalam kegiatan Seminar Hasil. Kegiatan ini bertujuan untuk memaparkan, mendiseminasikan serta memperoleh umpan balik dari reviewer mengenai penelitian yang dilakukan. Melalui Seminar Hasil, disimpulkan bahwa terdapat beberapa kekurangan pada penelitan dan memerlukan perbaikan. Saran yang didapatkan oleh peneliti untuk memperbaiki penelitian ini adalah dengan mengkaji ulang latar belakang penelitian agar lebih fokus pada objek dan variabel penelitian, memperbaiki tanda baca dan penulisan, serta menambahkan data pendukung seperti data pemasukan restoran Nippon-Kan beserta data pengunjungnya. Saran lain yang diberikan oleh reviewer adalah menambah teori pendukung dalam kajian literatur dengan tujuan memperjelas variabel penelitian. / The restaurant is a place that manages food and beverages commercially with services that prioritize guest comfort and satisfaction. Japanese restaurant is one of the most popular restaurants in Indonesia, especially in the Jabodetabek area. One of the Japanese restaurants named Nippon-Kan is a Japanese restaurant that maintains the authentic value of the quality of food and service since it was first built in 1976. However, after nearly five decades of existence, this restaurant faces challenges in utilizing E-WOM as a means to increase customer Purchase Intentions and developing Brand Awareness of potential restaurant customers. This study aims to examine and analyze the effect of E- WOM and Brand Awareness on Purchase Intentions of potential Nippon-kan restaurant customers. The method used in this study is a quantitative method by taking the one-tailed hypothesis. Sample data obtained in this study were tested by validity test, reliability test and hypothesis test. The results of the data obtained were then presented in the Results Seminar activities. This activity aims to describe, disseminate and obtain feedback from reviewers regarding the research conducted. Through the Results Seminar, it was concluded that there were several deficiencies in the research and required improvement. The suggestions obtained by researchers to improve this research are to review the research background to focus more on research objects and variables, improve punctuation and writing, and add supporting data such as Nippon-Kan restaurant entry data and visitor data. Another suggestion given by the reviewer is to add supporting theories in the literature review with the aim of clarifying the research variables.

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