Effect of social media and brand image on buying intentions at Doffee-Dough & Coffee, Medan

Evelyne, Evelyne (2022) Effect of social media and brand image on buying intentions at Doffee-Dough & Coffee, Medan. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (209kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (366kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (668kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (576kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (7MB)

Abstract

Doffee - Dough & Coffee, Medan experienced a decline in buying intentions that can be seen from the number of complaints data and revenue data due to Social media and Brand Image. this research aims to investigate whether social media and brand image influence buying intentions. Social media and brand image have an important role in shaping buying intentions. Social media and brand image are highly connected with buying intentions and company profitability. In this research, the writer used a quantitative research design and IBM SPSS statistics V.26. The writer used a descriptive and causal approach. The sampling technique used is convenience sampling. The population will be all customers and the sample size was 97 customers at Doffee - Dough & Coffee, Medan. The result of hypothesis test, social media, and brand image influence buying intentions, either partially or simultaneously. Furthermore, social media and brand image have a 36% influence on buying intentions. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, and multiple linear regression test, and the equation is Buying intentions = 18.382+ 0.110 Social Media + 0.392 Brand Image. Recommendations for Doffee - Dough & Coffee, Medan is consistent in using Instagram and improving fast and satisfying service and consistent food taste so that it has an impact on improving brand image. / Doffee-Dough & Coffee, Medan mengalami penurunan niat beli yang dapat dilihat dari banyaknya data keluhan dan data pendapatan akibat Media Sosial dan Brand Image. tujuan dari penelitian ini adalah untuk mengetahui apakah media sosial dan citra merek memiliki pengaruh terhadap niat membeli. Media sosial dan citra merek memiliki peran penting dalam membentuk niat membeli. Media sosial dan citra merek sangat terkait dengan niat membeli dan profitabilitas perusahaan. Dalam penelitian ini, penulis menggunakan desain penelitian kuantitatif dan IBM SPSS statistics V. 26. Penulis menggunakan pendekatan deskriptif dan kausal. Teknik sampling yang digunakan adalah convenience sampling. Populasi akan menjadi semua pelanggan dan ukuran sampel adalah 97 pelanggan di Doffee - Dough & Coffee, Medan. Hasil uji hipotesis, media sosial dan citra merek berpengaruh terhadap niat membeli, baik parsial maupun simultan. Selain itu, media sosial dan citra merek memiliki pengaruh 36% pada niat membeli. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinieritas, uji heteroskedastisitas, uji regresi linier berganda dan persamaannya adalah niat beli = 18,382 + 0,110 media sosial + 0,392 citra merek. Rekomendasi untuk Doffee-Dough & Coffee, Medan antara lain konsistensi dalam menggunakan instagram dan meningkatkan pelayanan yang cepat dan memuaskan serta rasa makanan yang konsisten sehingga berdampak pada peningkatan citra merek.

Actions (login required)

View Item