The influence of product differentiation, product quality, and brand image on customer purchasing decision at Alvina's Cafe, Pematang Siantar

Yeohardy, Kassandra (2022) The influence of product differentiation, product quality, and brand image on customer purchasing decision at Alvina's Cafe, Pematang Siantar. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Alvina’s Café, Pematang Siantar is a place that opened for the public to dine there. At the same time, there is several problems occurred at Alvina’s Café where quality of the food and beverages is standard and not quite popular for local people. The purpose of this research is to examine whether product differentiation, product quality and brand image have influence on customer purchasing decision at Alvina’s Café, Pematang Siantar. It is important to consider product differentiation, product quality and brand image because it plays an important role in determining customer purchasing decision on the product offered by the cafe, help to gain customer’s satisfaction and generate brand awareness of the company. This research used quantitative research design and IBM SPSS Statistics V.25 application. The writer uses descriptive and causal research with convenience sampling technique. The population in this research will be all the customers of Alvina’s Café, Pematang Siantar. With the number of sampling is 104 customers. Based on the hypothesis test, Product Differentiation, Product Quality and Brand Image have influence on Customer Purchasing Decision at Alvina’s Café, Pematang Siantar either partially or simultaneously. This research has also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test and the equation is Y = - 2.291 + 0.128 X1 + 0.188 X2 + 0.384 X3. The recommendations for Alvina's Café are to maintain and enhance the quality of the food and drinks, including cleanliness and freshness of the products, add more seasonings to improve customer appetite, develop SOP for the food recipes, and gather suggestion and opinion from Alvina's customers. / Kafe Alvina, Pematang Siantar adalah tempat yang terbuka untuk umum bersantap disana. Pada saat yang sama, ada beberapa masalah yang terjadi pada kafe Alvina dimana kualitas makanan dan minuman yang biasa saja dan tidak cukup populer untuk kalangan orang lokal. Tujuan penelitian ini adalah untuk meneliti apakah diferensiasi produk, kualitas produk, dan citra merek memiliki pengaruh terhadap keputusan pembelian di Kafe Alvina, Pematang Siantar. Pentingnya untuk mempertimbangkan diferensiasi produk, kualitas produk, dan citra merek dikarenakan memiliki peran penting dalam menentukan keputusan pembelian pada produk yang ditawarkan oleh kafe, membantu meningkatkan kepuasan pelanggan serta memberikan kesadaran merek pada perusahaan. Penelitian ini menggunakan desain penelitian kuantitatif dan aplikasi IBM SPSS Statistik V.25. Penulis menggunakan penelitian deskriptif dan kausal dengan Teknik convenience sampel. Populasi dalam penelitian ini yaitu semua pelanggan Kafe Alvina,PematangSiantar dengan menggunakan jumlah sampel 104 pelanggan. Berdasarkan uji hipotesis, Diferensiasi produk, Kualitas Produk, dan citra merek memiliki pengaruh terhadap keputusan pembelian pada Kafe Alvina, Pematang Siantar baik secara parsial maupun simultan.penelitian ini juga memenuhi validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test dan persamaannya adalah Y = - 2.291 + 0.128 X1 + 0.188 X2 + 0.384 X3. Rekomendasi untuk Kafe Alvina adalah menjaga dan mempertahankan kualitas makanan dan minuman yaitu kebersihan dan kesegaran produk, menambah bumbu untuk meningkatkan selera pelanggan, mengembangkan SOP untuk resep makanan dan mengumpulkan saran dan pendapat dari pelanggan kafe Alvina.

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