The influence of servicescape and promotion on customer repurchase intention at Fritto Chicken Pemuda Branch, Medan

Valerie, Valerie (2022) The influence of servicescape and promotion on customer repurchase intention at Fritto Chicken Pemuda Branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research was conducted in the Fritto Chicken Pemuda Branch, Medan Fritto Chicken Pemuda Branch, Medan experienced a decline in customer repurchase intention that can be seen from the revenue data due to servicescape and promotion. The aim of this research is to investigate whether Servicescape and Promotion have an influence on customer repurchase intention. Servicescape and Promotion have an important role in shaping customer repurchase intention. Servicescape and Promotion are highly connected with customer repurchase intention and company profitability. In this research, the writer used quantitative research design and IBM SPSS. The writer used descriptive and causal approach. The sampling technique used is Accidental sampling. The population will be all customers and sample size was 97 customers at Fritto Chicken Pemuda Branch, Medan. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test and the equation is Y = 3.712 + 0.399 X1 + 0.302 X2+ e. The result of hypothesis test, Servicescape and Promotion have partial and simultaneous effect on customer repurchase intention at Fritto Chicken Pemuda Branch, Medan. Furthermore, Servicescape and Promotion have 49.6% influence on customer repurchase intention. Recommendations for Fritto Chicken Pemuda Branch, Medan include improve and maintain fresh chicken by frying when customers make purchases and need information about the promotion. / Penelitian ini dilakukan di cabang Fritto ayam Pemuda Medan cabang Fritto ayam Pemuda Medan mengalami penurunan niat pembelian kembali pelanggan yang dapat dilihat dari data pendapatan akibat servicescape dan promosi. tujuan dari penelitian ini adalah untuk mengetahui apakah Servicescape dan Promotion memiliki pengaruh terhadap niat pembelian kembali pelanggan. Servicescape dan promosi memiliki peran penting dalam membentuk niat pembelian kembali pelanggan. Servicescape dan promosi sangat terhubung dengan niat pembelian kembali pelanggan dan profitabilitas perusahaan. Dalam penelitian ini, penulis menggunakan desain penelitian kuantitatif dan IBM SPSS. Penulis menggunakan pendekatan deskriptif dan kausal. Teknik sampling yang digunakan adalah Accidental sampling. Populasi akan menjadi semua pelanggan dan ukuran sampel adalah 97 pelanggan di cabang Fritto Chicken Pemuda, Medan. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinieritas, uji heteroskedastisitas, uji regresi linier berganda dan persamaan Y = 3,712 + 0,399 x1+ 0,302 x2 + e. Hasil uji hipotesis, Servicescape dan promosi berpengaruh parsial dan simultan terhadap niat pembelian kembali pelanggan di cabang Fritto Chicken Pemuda, Medan. Selain itu, Servicescape dan promosi memiliki pengaruh 49,6% terhadap niat pembelian kembali pelanggan. Rekomendasi untuk Fritto Chicken Pemuda Cabang Medan antara lain meningkatkan dan memelihara ayam segar dengan cara digoreng ketika pelanggan melakukan pembelian dan membutuhkan informasi mengenai promosi.

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